Trek adds low-sugar protein bars and Biscoff NPD as sales surge

Trek has launched a range of low-sugar protein bars containing no artificial sweeteners, following “years of research”.

Launching in Choc Caramel and Choc Peanut Butter, the plant-based bars feature a soft centre, layered with caramel and coated in vegan chocolate.

They are naturally sweetened using chicory fibre and stevia leaf extract and each deliver at least 12g protein.

Trek has also added a low-sugar Biscoff protein bar, also using natural ingredients to reduce the sugar content by 47%.

All three bars will launch into Sainsbury’s on 25 May as singles (rsp: £1.92/44g) and multipacks (rsp: £4.95/three), with a wider rollout planned for later in the year. Larger 55g singles (rsp: £2.88) will also launch into wholesale and convenience channels in May.

“This isn’t just an NPD story. It’s a turning point for the protein bar category,” said Trek marketing manager Alice Boardman.

“Just as other food and drink sectors have had to reformulate in response to consumer demand, the same shift is happening in functional snacking – and we’re proud to be leading it.

“After years of research, product development and trials, we’ve proven you don’t need chemical shortcuts to deliver what shoppers want.”

Trek’s retail sales value has grown by £4.9m to over £32m on the past year [Circana 52 w/e 25 January 2025]. This growth has been driven predominantly by Trek Power Biscoff, which brought in £4.6m in its first year, according to Circana data.

The launch will be supported with a social media and digital campaign, along with sampling and activation across Saracens and Run Through events.