TREK partners with Biscoff to launch ‘game changing’ protein bar

TREK claims it is shaking up the protein category with the launch of TREK POWER Biscoff protein bars – the only protein bar to contain 100 per cent real Biscoff, and the new addition is TREK’s biggest launch to date. TREK POWER Biscoff combines the brand power and mass appeal of the iconic Biscoff brand, with the growing consumer demand for delicious yet functional protein bars.

The innovation comes at a time of exceptional growth for TREK, one of the UK’s fastest growing Cereal Bar brands, growing +20.4 per cent and delivering +£4.6m RSV year-on-year. TREK is a protein brand at heart, with protein the prevailing functional benefit trend among shoppers today – and the most requested new protein bar launch amongst consumers is Biscoff. With 81 per cent brand awareness, Biscoff is one of the most distinctive UK brands, and this unique collaboration with the protein-packed TREK POWER bar will recruit new shoppers to the category, as well as drive excitement with existing customers.

“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,” said Alice Boardman, Senior Brand Manager at Natural Balance Foods. “The launch combines the love and awareness of the iconic Biscoff brand, with the prevailing trend of protein, wrapped up in a vegan, 100 per cent plant-based bar from TREK.

“Consumer research has shown us that 84 per cent of those surveyed said they would buy a TREK POWER Biscoff bar, and it is the number one most desired new bar 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. The Biscoff protein bar is available in the convenience channel in a single format, perfect for consumers on-the-go.”

Frances Booth, Category Development & Marketing Manager for Biscoff commented: “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.”

TREK POWER Biscoff bars are rolling out in convenience and wholesale now in a single (55g) format. Each single bar comes packed with 15g plant-based protein, coated in a rich vegan chocolate alternative, and filled with a generous layer of 100 per cent authentic Biscoff spread.

The launch is supported with shopper programmes across the convenience channel, including travel and forecourts, with in-store activation to drive trial among shoppers and fuel them on their journeys. In addition to the channel specific activity, the launch is backed by the brand’s biggest ever marketing campaign, spanning across paid digital media, influencer activity, sampling, trade and consumer PR, and support through TREK’s ongoing partnership with Saracens.