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Trek has teamed up with Biscoff to launch a new Trek Power Biscoff protein bar, the only protein bar to contain 100% real Biscoff in collaboration with the biscuit brand. The partnership combines Biscoff’s popular brand and market appeal with the growing consumer demand for functional protein bars. Each bar contains 15g of plant-based soya protein, coated in vegan chocolate and filled with a layer of Biscoff spread. The bars will roll out across the UK grocery channel from 14 February in a single (55g) and multi-pack format (3x44g). The innovation comes at a time of significant growth for Trek, which has reported 20.4% growth and £4.6 million RSV year-on-year. Alice Boardman, senior brand manager at Trek’s parent company Natural Balance Foods, said: “Consumer research has shown us that 84% of those surveyed said they would buy a Trek Power Biscoff bar, and it is the number one most desired flavour amongst respondents”. She added: “The Trek Power Biscoff bar is perfect for those looking for natural energy from an indulgent protein-packed filling snack, which is why we’re confident this launch will help drive incremental growth in the category and create buzz amongst protein lovers, Biscoff fans and daily snackers alike”. Tom Gray, senior buyer for biscuits and cereal bars at Sainsbury’s, added that the product is “right on trend” and “sure to be a hit with shoppers,” commenting: “We know that consumer needs are evolving and offering choice across great tasting products that also offer functional benefits, such as protein, is key to keeping them coming back for more”.