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Functional hydration brand Vievé has entered the healthy snacking market with the launch of a new range of high-protein, low-sugar bars, marking a significant expansion of its portfolio.
Designed to support active lifestyles and weight management, the new protein bars deliver 15g of protein and 12g of fibre per bar, with no added sugar, gluten-free ingredients and fewer than 160 calories per 45g bar.
The launch features three flavours: Pistachio Punch, inspired by the Dubai chocolate trend, featuring real pistachio and nut pieces; Strawberry Blondie combines real strawberry pieces with a white chocolate coating; and Coconut Crunch offers a tropical flavour profile with real shredded coconut.
“Launching into the healthy snacking sector is a completely new venture for us and part of an ongoing brand expansion project,” Vievé founder and CEO Rafael Rozenson said.
“Since 2018 we have focused on functional hydration for busy people with our protein water, but we now see protein bars as a complementary product for health-conscious individuals. These bars are also designed for those using GLP-1 medication, following research showing that 50% of our customers use our products as part of a weight loss regime.”
Rozenson added that flavour innovation, fibre content and sugar reduction were central to the NPD strategy.
“We’ve focused on unusual flavours and our Pistachio variant is inspired by the Dubai chocolate craze, but with that extra protein and fibre hit. Added fibre was a key priority, as many consumers don’t get enough in their diet, and we’ve created a bar that delivers around a third of the recommended daily intake. Keeping sugar levels low was also essential to support health goals.”
The bars are packaged in a clean, compact format designed to perform well in impulse locations, front-of-store displays and meal deal mechanics.
Vievé’s new protein bar range is available to retailers nationwide with an RRP of £2.49.
