Energy bar producer PowerBar has unveiled a line of new products and refreshed packaging as part of “a massive relaunch” to its brand.
The company will debut new PowerBar protein shakes in vanilla and chocolate flavours to help rebuild muscle or provide a healthy meal replacement; reduced-sugar PowerBar ProteinPlus, available in lemon-poppy seed and chocolate-peanut butter flavours, for a post-workout snack; and PowerBar Simple Fruit energy food, a three-flavour range of gel purées combining real fruit with Maxenergy, a 2:1 glucose-to-fructose blend “found to deliver 20%–50% more energy to muscles than glucose alone and improve endurance performance by 8%”.
The protein shakes pack 30g of protein and contain 160 calories, while the reduced-sugar bars deliver 20g of protein and 200 calories per serving.
The brand has also rolled out a fresh new look, accompanied by a digital campaign, event activations and athlete sponsorships. Launching in April, the brand’s first advertising campaign in recent years will demonstrate its new outlook and show that PowerBar is no longer exclusively for the marathoner or triathlete, as it seeks to convey to consumers a more “approachable” brand persona.
PowerBar vice-president of marketing Doug Cornille said: “Sports have evolved. Athletes have evolved. And now, after a long slumber, PowerBar has evolved. For a long time, our products did not meet what athletes wanted. We’re changing that, and are improving all of our products to meet consumer demands for the right macronutrients, lower sugar, whole food ingredients, easy-to-understand labels, and superior taste. As you’ll soon hear, ‘welcome to the new us’.”
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