Grenade is expanding its protein snacking portfolio with the launch of Grenade Soft Core, a new range of protein bars featuring a soft dough core and gooey centre, designed to offer consumers a more indulgent protein snack without compromising on nutrition.
Available from August across grocery, convenience and wholesale channels, as well as Amazon, the 50g bars contain 15g of protein and less than 2g of sugar. The range launches in three flavours: Golden Caramel, Chocolate Peanut Butter and Double Chocolate.
The launch comes as demand continues to grow for convenient, high-protein snacks that deliver on taste and texture. Grenade said the new range is aimed at shoppers seeking treat-style products within the growing 10-19g protein snack segment.
Each bar combines a soft dough core with a gooey filling and a thick chocolate coating. The Chocolate Peanut Butter variant features peanut butter-flavoured dough with a smooth peanut butter-style centre and milk chocolate coating, while Golden Caramel combines caramel-flavoured dough with a caramel centre and white chocolate coating. Double Chocolate includes chocolate cocoa dough with a rich chocolate filling, coated in milk chocolate.
According to Mintel consumer research cited by the company, 75 per cent of UK snack eaters are attracted to snacks offering multiple textures, while 70 per cent are interested in filled snack bars, highlighting the opportunity for retailers to broaden their protein bar offering.
Grenade said the new range offers retailers a point of difference in the protein category by combining indulgent textures with a high-protein nutritional profile. The company added that its limited-edition Creme Egg Soft Core bar, launched for Easter earlier this year, generated 87 per cent incremental sales, demonstrating strong consumer appetite for the format.
Rachel Austerberry, UK retail sales director at Grenade, said: “Our Grenade Soft Core Protein Bar range hits the sweet spot between indulgence and high-protein snacking. Consumers want protein snacks that feel like a proper treat, and this launch delivers the soft texture and rich centre they are looking for, while still offering 15g of protein and less than 2g of sugar per bar.
“With Soft Core, we're giving shoppers a delicious reason to say, 'Wait... this is protein?' and giving retailers a new range that brings excitement to the protein bar fixture, drives incremental sales and helps grow the protein category.”
The launch will be backed by an above-the-line marketing campaign running from September to October, alongside in-store point-of-sale materials to support visibility and trial.