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UK-based protein bar brand, Trek, has unveiled a new range of high-protein low-sugar bars, marking a new development in the sports nutrition sector. This launch aims to address the growing consumer demand for healthier snacking options while setting a new standard within the category.

Historically, the protein bar market has relied heavily on artificial sweeteners and animal-derived ingredients to reduce sugar content while maintaining protein levels.

Trek claims to be the first brand to develop a high protein, low sugar bar using only naturally sourced ingredients, eliminating the need for chemical additives. This new launch is projected to remove approximately 8.3 million teaspoons of sugar from the protein bar category annually.

The new product line includes flavours such as Choc Caramel, Choc Peanut Butter and a High Protein Biscoff variant, all designed to deliver a satisfying taste while achieving a significant reduction in sugar content – up to 47% in the Biscoff® bar.

Each bar contains between 12g-15g of plant-based protein and is enhanced with chicory fibre and stevia leaf extract, catering to growing consumer preference for plant-based and natural ingredients.

Alice Boardman, marketing manager at Trek, highlighted the importance of this product launch in the context of evolving consumer preferences. "This isn’t just an NPD story; it’s a turning point for the protein bar category," she stated.

The company’s research indicates that low sugar is now the most sought-after attribute among snack bar consumers, with nearly two-thirds of UK shoppers actively trying to reduce their sugar intake.

The protein bar market has seen substantial growth, valued at £225 million and expanding at a rate of 24.2% year-on-year. Within the broader snack bar category, protein bars represent the fastest-growing segment, with an increase of £37.6 million over the past two years.

Trek's decision to launch this new range comes at a time when the brand has already experienced significant growth, with sales increasing by £4.9 million year-on-year, reaching over £32 million in retail sales value. The success of Trek Power bars, which have seen a remarkable sales increase of 121.3%, has driven this expansion.

The High Protein Low Sugar range is set to debut in Sainsbury's stores on May 25, 2025, with plans for broader distribution across grocery channels throughout the year. The rollout will include single bars and multipacks, with pricing designed to remain competitive within the market.