Protein Bar TREK is celebrating phenomenal growth in 2025, with brand value hitting £41.5 million, following a +27.7 per cent year-on-year value sales increase. This marks five consecutive years of double-digit growth for the brand.
Penetration gains have contributed to 53 per cent of TREK’s overall annual growth, with more households than ever now keeping TREK stocked in the cupboard. This proves that the brand is growing through new shoppers, thanks to a sharp focus across product, partnerships and purpose – a trio of levers that TREK has refined to drive meaningful and incremental category value.
Its signature Protein Flapjacks – with sales totalling over £31m, accounted for 76 per cent of the brand’s total. January saw the brand launch TREK Biscoff Protein Flapjack, followed in May by TREK’s new High Protein Low Sugar.
“TREK isn’t a brand for a niche audience – it’s for everyone,” said Alice Boardman, Marketing Manager at TREK. “Whether it’s a dog walk with a Flapjack or a 10k finish-line refuel with High Protein Low Sugar, our inclusive, flexible range is designed to fuel every type of lifestyle. If you’re not stocking TREK yet, now’s the time.”