Natural Balance Foods has expanded its Trek range with the introduction of plant-based Power bars, as it seeks to capitalise on consumer demand for protein-filled treats.
Containing 15g of plant-based protein, the new bars are available in two variants: Peanut Butter Crunch and Millionaire Shortbread.
Trek’s new sweet treat-inspired offering is reportedly free from gluten, as well as artificial sweeteners.
The vegan bars are coated in a natural alternative to chocolate and are designed to provide slow-release energy, according to Trek.
“This was the next step for Trek, as research has found that nearly two thirds of consumers (63%) said recognising the ingredients that go into a product had some impact on their purchasing decisions,” said Trek senior brand manager, Georgina Crook.
“Providing natural, plant-based energy has always been at the heart of what the Trek brand does, and we have seen a real opportunity to fill a gap in the sports nutrition market as there is not currently a bar in the top 50 of the category which simultaneously provides plant-based protein and contains no artificial sweeteners.”
Trek Power bars are launching in the UK this month, with an RRP of £1.75, and will be available from retailers including Sainsbury’s and from November, Tesco.
Earlier this year, Lotus Bakeries agreed to acquire the majority of the remaining stake in Natural Balance Foods, taking its ownership to 97.9%.
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