1. Can you please give an overview of your brand?
Grenade is a market-leading sports performance and active nutrition brand. Founded in Birmingham in 2009, Grenade has helped make protein more accessible to mainstream shoppers by offering great tasting, high-protein, low-sugar bars and shakes
Today, Grenade is the UK’s biggest protein bar brand1, holding a 45.8% value share of the category2. Our proposition is simple: create products that offer the enjoyment and indulgence shoppers expect from a snack, while delivering meaningful protein. That approach has enabled the brand to build strong relevance with gym-goers and active consumers, as well as shoppers looking for a convenient, satisfying option during busy days.
2. How is your brand currently performing?
We continue to be the clear market leader in protein bars and we’re also gaining momentum in ready-to-drink protein shakes. In bars, we accounted for 22% of total category growth over the past year3. This year’s limited-edition Grenade Creme Egg Soft Core bar has been a big success. The product delivered 87% incremental sales4. and remains one of the UK's top 10 selling protein bars despite now being out of season5. We’re also performing strongly in protein shakes. In impulse, we hold a 19% share of protein shakes, with three flavours in the top 10 SKUs6.
3. How is the protein market currently performing?
Protein remains a major growth opportunity for retailers. The total UK protein bar category is worth £167m annually7 and grew by 7.3% in value over the past year8.
Ready-to-drink protein shakes are growing even faster. The sports RTD segment is now worth £138.4m9 and is up 58% year-on-year10. Protein has become an everyday choice, not simply a product for sports nutrition shoppers. Consumers are increasingly seeking formats that fit easily into on-the-go routines, whether that is a bar or a chilled shake.
Grenade Soft Core Protein Bar rangePhoto: Handout
4. Do you have any new product development?
We recently launched Grenade Soft Core Protein Bars, a new 50g range created to offer a more indulgent protein snacking experience. Each bar contains 15g of protein and less than 2g of sugar, combining a soft dough core, gooey centre and thick chocolate coating.
The range is available in three, treat-first flavours: Golden Caramel, Chocolate Peanut Butter and Double Chocolate. It builds on the success of Grenade Creme Egg Soft Core, while offering a permanent new point of difference in the protein bar fixture. As shoppers continue to look for convenient protein options that don’t compromise on taste or texture, Grenade Soft Core Protein Bars are designed to help retailers tap into the growing demand for snacks that offer 10-19g of protein11.
5. How are you supporting your brand and NPD?
Grenade Soft Core is being supported with an above-the-line campaign running until the end of October, alongside disruptive in-store point-of-sale materials. The activity is designed to build awareness of the new range and help it stand out on shelf, supporting retailers to drive trial.
Photo: Handout
The launch also has strong consumer relevance with 75% of UK snack eaters saying that snacks combining different textures appeal to them12, while 70% are interested in filled snack bars13. Soft Core responds directly to these preferences, bringing layered textures and flavours usually associated with confectionery into a protein bar format.
6. How important are independent retailers to your brand?
Independent retailers are very important to Grenade, as we hold nine of the top 10 SKUs in the channel14. Our range is well placed to meet demand for convenient, high-protein snacks and drinks for on-the-go occasions.
For independents, a focused Grenade range can help deliver a recognisable, trusted protein offer for shoppers who want a satisfying and functional snack. Grenade Soft Core gives retailers a new reason to refresh the fixture, and merchandising alongside our range of shakes can drive incremental sales with both existing protein shoppers and people who may not usually shop the category.
Grenade Protein ShakesPhoto: Handout
7. What trends are occurring in the sector?
The biggest trend is protein becoming mainstream. Shoppers still expect nutritional credentials, but they increasingly want protein products to taste and feel like a proper treat. Texture is particularly important, with demand for soft, gooey and filled formats helping to broaden the category’s appeal.
Convenience is also key. Bars and ready-to-drink shakes offer easy ways for shoppers to incorporate protein into everyday routines, beyond the gym. Retailers should think about protein as a cross-category opportunity. Innovation around flavour texture and functionality is important if we want to keep creating excitement in the category and drive growth through repeat purchases, creating exciting and encouraging repeat purchase.
8. Describe your brand in three words.
Indulgent. High-protein. Disruptive.
NOTES
1 Circana, Total UK Market, Protein bars, Value sales 52w/e 28.09.25
2 NIQ data ending W/E P5, 13th June 2026
3 NIQ data ending W/E P5, 13th June 2026
4 UK Grocery Shopper Data. Incrementality: New to store & new to category customer spend % of total protein bar category. 13wks to 4th April 2026
5 Nielsen Total UK Protein Bar Market | Value Sales | 12wks to 13th June 2026
6 Nielsen Total Marketplace Sports RTD Market | Value Sales | 13th June 2026
7 NIQ Data ending 52 W/E P6, 13th June 2026
8 NIQ Data ending 52 W/E P6, 13th June 2026
9 NIQ Data ending 52 W/E 13th June 2026 – Manual Coding for Protein Shakes
10 Nielsen Total Marketplace Sports RTD Market | Value Sales | 13th June 2026
11 Market Measure UK 2025, Protein bar category
12 Mintel 2025 UK Consumer Snacking report
13. Mintel 2025 UK Snack bars and breakfast, biscuits, report
14 Nielsen Total Impulse excl. Convenience Multiples Protein Bar Market | Value Sales | 12wks to 13th June 2026