Food and Beverage Business

Trek teams up with Biscoff to introduce new protein bar


Trek is set to launch its biggest addition yet in mid-March, expanding into convenience and wholesale markets. The new product, the Trek Power Biscoff bar, is aimed at recruiting new shoppers and exciting existing customers. According to Alice Boardman, senior brand manager at Natural Balance Foods, there has been high demand for a Biscoff innovation in the protein space, and the company is proud to be delivering on this request.

The Trek Power Biscoff bar is 100% plant-based and suitable for vegans, catering to the growing trend towards plant-based products. Boardman stated, “Consumer research has shown us that 84% of those surveyed said they would buy a Trek Power Biscoff bar, making it the most desired new bar among respondents.” This bar is designed for individuals seeking natural energy from a protein-packed, indulgent snack.

Frances Booth, category development and marketing manager for Biscoff, expressed delight at the focus on Biscoff in a protein-led product. The Trek Power Biscoff bars will be available in convenience and wholesale channels in a single format, convenient for consumers on-the-go. Each bar contains 15g of plant-based protein, coated in a vegan chocolate alternative and filled with a layer of Biscoff spread.

The launch of Trek Power Biscoff bars will be supported by shopper programs and in-store activities to encourage product trial. Additionally, the brand will roll out its largest marketing campaign to date, including digital media, influencer collaborations, sampling, trade promotions, and consumer public relations efforts. This comprehensive approach aims to drive incremental growth in the category and engage protein-lovers, Biscoff fans, and daily snackers alike.

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