Trek joins forces with Biscoff to launch protein bar

Rolling out into convenience and wholesale from mid-March, Trek says the new addition is its biggest launch to date.

And with Biscoff claiming 81% brand awareness, Trek believes the launch will recruit new shoppers to the category as well as “drive excitement with existing customers”.

Alice Boardman, senior brand manager at Natural Balance Foods, said: “We have seen a surge in demand from consumers on social media calling for a Biscoff innovation in the protein space and we’re proud to be the ones to deliver this.”

The bar is 100% plant-based and suitable for vegans.

Boardman added: “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 new bar among respondents.

“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 among protein-lovers, Biscoff fans and daily snackers alike.

“The Biscoff protein bar is available in the convenience channel in a single format, perfect for consumers on-the-go.”

Frances Booth, category development and marketing manager for Biscoff, said: “This is the first time Biscoff has been the focus of a protein-led product and we are delighted that Biscoff-lovers across the country have yet another way to enjoy their favourite brand.”

Trek Power Biscoff bars will roll out in convenience and wholesale from March in a single (55g) format.

Each single bar contains 15g of plant-based protein, is coated in a vegan chocolate alternative and filled with a layer of Biscoff spread.

The launch is being supported with shopper programmes across the convenience channel, including travel and forecourts, with in-store activity designed to encourage shoppers to try the product.

The launch will also be backed by the brand’s biggest ever marketing campaign, including paid-for digital media, influencer activity, sampling, trade and consumer PR.