Weetabix brings top selling US brand Premier Protein to UK

Weetabix Food Company has announced the launch of Premier Protein in the UK, with a targeted plan for distribution in the impulse channel.

Part of Missouri, US-based BellRing Brands, the everyday protein brand is aimed at those who want protein products as part of their healthier lifestyle choices, offering a convenient protein proposition at an affordable price point.

Already a top-selling brand in the US, the bars have a simple and appealing lifestyle pack design with clear nutritionals, helping consumers to make an easy choice.

The launch will be supported via digital, social media and sampling activity. An influencer campaign will target fitness and lifestyle bloggers to raise awareness to these audiences.

Premier Protein will also be offering independent retailers category management advice on how to grow the current protein area.

“There is a huge opportunity for protein in the convenience channel and we’re confident that the Premier Protein brand can meet consumer demands,” said Zoe Stroud, Active Nutrition Brand Manager.

“Taste is paramount when it comes to repeat purchase and Premier Protein performed extremely well in all of our testing. The product also offers excellent nutritionals with a high protein but low sugar content, at an accessible price point.

“We’re confident it will be a hit in the UK with shoppers looking to become the healthiest versions of themselves, as it already is across Europe and the US.”

Retailing at £1.49 and available in three flavours, Chocolate Brownie, Chocolate Peanut Butter and White Chocolate & Vanilla, the bars contain 20g protein and 1.3g sugar per bar (50g).

Premier Protein is available now from Ocado, Dhamecha and Parfetts, before being rolled out to additional retailers. Its sister brand PowerBar is also set for a UK grocery and convenience launch.