MuscleFood is moving into protein bars.
The online, health-focused supplier has created three High Protein Bar SKUs – in Cookies & Cream, Chocolate Orange and Salted Caramel flavours – which have rolled into Morrisons.
Aimed at the on-the-go market, each 45g bar contains 15g of protein, 1.4g of sugar and has 155 calories (rsp: £1.50).
They could be used as a “fuelling breakfast, a satisfying treat at work or a quick on-the-go bite after the gym”, said Eddie O’Reilly, MuscleFood head of commerce.
The online retailer teamed up with The Good Food Group, a consultancy that connects suppliers with buyers and helps brands launch products in-store, to secure the listing.
“After seeing the success of our existing protein products online, we wanted to expand our reach by making our very own protein bars available at till points across the UK,” O’Reilly added.
“This allows us to respond to the increasing consumer demand for products that deliver on taste, but also provide a healthier, and very importantly, affordable option.”
It comes amid a major turnaround project for MuscleFood.
The business appointed joint-CEOs Nick Preston and Mark Wasley, previously CFO and COO at Sofology, in September 2019 after Musclefood sales declined for the first time since its formation in 2013.
Companies House accounts for the year ended 31 March 2019 showed a fall from a pre-tax profit of almost £2m to a loss of £900k as turnover declined 17% to £36.7m.
However “within the first month we’d headlined the business vision plan for the next three years, stopped the spend culture and laid solid foundations needed to move the business forward at pace”, Preston told The Grocer last year.
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