Mars Chocolate UK has added a new high-protein version of its Bounty bar in the UK.
The Bounty protein bar contains 200kcal and includes 19g of protein, allowing the brand to capitalise on growing interest in high-protein foods.
It’s almost a year since Mars launched high-protein versions of its Mars and Snickers bars.
Sales of protein shakes and bars have soared 27% in two years, from £52 million to £66 million. One in ten consumers now claimed to have eaten a protein bar in the last three months.
Michelle Frost, general manager for Mars Chocolate Drinks and Treats, said: “We initially launched our Mars and Snickers protein bars less than a year ago, and [they] were the first major confectionery brands to offer protein product alternatives in the UK.
“We have not only seen sales soar through specialist channels, but increasingly with impulse purchasers, who consume protein, but also enjoy the taste of their favourite confectionery brands on the go.
“For retailers unfamiliar with sports and nutrition products, our growing range offers brand familiarity, which resonates with the consumer. This is certainly a market worth investing in, with analysts predicting its worth to be over £350 million by 2018.”
The new Bounty protein bar has been made available with a recommended retail price of £2.19 per bar.
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