TREK is looking to shake up the protein category with the launch of TREK POWER Biscoff protein bars – the only protein bar to contain real Biscoff.
Rolling out in the grocery channel on the 14 February, the new addition is TREK’s biggest launch to date, combining the brand power and mass appeal of the Biscoff brand, with the growing consumer demand for protein bars.
The innovation comes at a time of strong progress for the TREK cereal bar brand, growing 20.4% and delivering £4.6m RSV year-on-year.
Alice Boardman, Senior Brand Manager at Natural Balance Foods, commented: “We have seen a surge in demand from consumers on social media calling out for a Biscoff innovation in the protein space and we’re proud to be the ones to deliver this. The launch combines the love and awareness of the iconic Biscoff brand, with the prevailing trend of protein, wrapped up in a vegan, 100% plant-based bar from TREK.
“Consumer research has shown us that 84% of those surveyed said they would buy a TREK POWER Biscoff bar, and it is the number one most desired flavour amongst respondents. The TREK POWER Biscoff bar is perfect for those looking for natural energy from an indulgent protein-packed filling snack, which is why we’re confident this launch will help drive incremental growth in the category and create buzz amongst protein-lovers, Biscoff fans and daily snackers alike. Available in singles and multipacks, the Biscoff protein single bar will bring the product to a front-of-store location via meal deals, generating more awareness and impulse buys.”
Frances Booth, Category Development & Marketing Manager for Biscoff, added: “This is the first time that Biscoff has been the focus of a protein-led product and we are delighted that Biscoff lovers across the country have yet another way to enjoy their favourite brand.”
The TREK POWER Biscoff bar will be available in a single (55g) and multipack format (3x44g). Each single bar contains with 15g of plant-based protein, coated in a vegan chocolate alternative, and filled with a layer of authentic Biscoff spread.
The launch will be supported with an in-store shopper programme alongside the brand’s biggest-ever marketing campaign, spanning paid digital media, influencer activity, sampling, trade and consumer PR, and supported through TREK’s ongoing partnership with Saracens.
NAM Implications:
- The New Norm is, in part, about combining forces…
- …and this Trek-Biscoff collaboration appears to have potential synergies.
- Time (and the consumer) will tell…
- …but meanwhile, worth a try.
