Trek expands hit Biscoff range with Protein Flapjack variant

Vegan snack bar brand Trek has expanded its Biscoff range with Protein Flapjack.

The oat-based NPD provides 9g of plant-based protein and is coated with a “thick and creamy” layer of Biscoff topping.

It will hit Sainsbury’s on 5 February in 50g singles (rsp: £1.35) and multipacks (rsp: £3.45/3x50g). A wider grocery rollout will follow in April.

Lotus Bakeries stablemates Trek and Biscoff launched their first co-branded product – a Power protein bar topped with Biscoff spread and coated in vegan chocolate – in February 2024 to much fanfare.

The Power bar was a hit with shoppers, with sales reaching £3.9m within its first nine months on the market, according to Circana data [52 w/e 30 November 2024].

“With over 1.7 million Trek Power Biscoff bars already sold – that’s seven every minute – we knew extending Biscoff to our iconic Protein Flapjacks was the next big move,” said Trek marketing manager Alice Boardman.

“Our Power range, which provides shoppers with 15g of protein per bar, is incredibly popular, but even more so are our Flapjacks – which remain our core sales driver, delivering strong growth of nearly £1m year on year,” added Boardman, citing Circana data.

The launch will be backed by a multi-channel campaign, spanning in-store, PR, digital, social media and out-of-home activity, as well as sampling.