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British snack brand The Protein Ball Co has introduced three new products as part of a new dual-textured ‘Stuffed’ line.

The brand is aiming to tackle ‘format fatigue’ in the protein snack space, diversifying away from traditional protein bars and offering an option with added flavour and texture complexity.

This taps into the rising ‘sensory-led’ trend across the F&B space, with brands increasingly developing products that offer layered, multi-textured formulations for enhanced eating experience and differentiation amid crowded categories.

Launching this month, The Protein Ball Co’s new three-strong Stuffed range comes in three gooey-centred, indulgent and trending flavour varieties: Matcha & Vanilla, Pistachio & Chocolate, and Hazelnut & Chocolate.

Like the other products included in the brand’s portfolio, they are positioned as a minimally processed option with no added sugar, artificial additives and offering up to 3g of fibre per serving.

Matt Hunt, co-founder of The Protein Ball Co, said: “Our commitment to bold, full-bodied flavours means we’re always on the lookout for new ways to differentiate ourselves from a sea of jaw-aching, ultra-processed protein bars”.

He added: “The meteoric growth of the GLP-1 movement, initially in North America and subsequently the UK, has fostered a growing demand for tasty smaller portion offerings that can be consumed over the course of the day.”

Designed for on-the-go convenience, Hunt describes the new protein balls as an ideal “clean deck energy lift” for commutes, snacking at the desk or post-gym workout.

The Stuffed protein balls are priced at £2.20-2.50 per 35g pack of three.