TREK unveils new Biscoff Protein Flapjack

TREK, the UK’s number two Protein Bar and one of the fastest-growing brands in Cereal and Sports Nutrition Bars, is shaking up the snacking market once again with the TREK Biscoff Protein Flapjack – a bold and irresistible new launch that’s set to dominate shelves in 2025.

Launching hot on the heels of TREK Power Biscoff, which has so far achieved more than £3.9M in sales, TREK is turning proven momentum into further brand and category growth. TREK Power Biscoff became the number one launch in the Cereal and Sports Nutrition Bars category for 20245. Now, the brand has big ambitions to once again deliver the best-selling bar launch with TREK Biscoff Protein Flapjack.

The new launch brings the iconic taste of Biscoff to the Protein Flapjacks range that TREK is famous for, accounting for 77 per cent of its total brand sales.

TREK Biscoff Protein Flapjack sees the classic TREK oat flapjack with 9g of plant-protein that shoppers know and love, smothered with a generous thick and creamy layer of unique Biscoff topping. All this is wrapped up in a convenient on-the-go bar for natural energy that keeps you going.

Alice Boardman, Marketing Manager at TREK, says, “This is THE launch that everyone’s been waiting for. TREK and Biscoff are an unstoppable combination that shoppers just can’t get enough of. With over 1.7 million TREK Power Biscoff bars already sold – that’s every minute – we knew extending Biscoff to our iconic Protein Flapjacks was the next big move.

“Our Power range, which provides shoppers with 15g of protein per bar, is incredibly popular, but even more so are our Flapjacks – which remain our core sales driver, delivering strong growth of nearly +£1m YOY8.

“Like with the rest of the Flapjacks portfolio, TREK Biscoff Protein Flapjacks provide 9g of natural protein energy, and are a source of fibre, keeping consumers satisfied between meals – all with TREK’s signature great taste.”

To cater to at home and on-the-go occasions, the new launch will be available as a 50g single bar, as well as a 3x50g multipack. Plus, to maximise visibility, the launch will be supported by a high-impact multi-channel campaign across in-store, PR, digital, social, out of home, and influencer marketing, with hotly anticipated sampling stock drops in various locations.

TREK will also be amplifying the launch across key brand partners over the coming months to drum-up visibility even more, including its ongoing partnership with Saracens.

TREK Biscoff Protein Flapjack launches on the back of TREK achieving £30M9 in retail sales value for the first time – a milestone driven by double-digit growth (+12 per cent)10 and the success of TREK Power Biscoff. The brand is expecting an even better year of growth with its newest addition.

TREK Biscoff® Protein Flapjack launches nationwide on 5th February in Sainsbury’s, rolling out grocery-wide from April. It will be available in a 50g single bar (RRP: £1.35) and a 3x50g multipack (RRP: £3.45). The new product will also be available in the wholesale and convenience channels.