Barebells is rolling out a new High Protein Bar range on October 14, pushing protein content to 28 grams per 60-gram bar while maintaining the brand's no-added-sugar positioning. The line debuts in two flavors: Cookie Captain (vanilla and cookie-flavored dough with cocoa crisps, milk chocolate coating) and Choco Champ (chocolate dough with crisps and milk chocolate coating). "With the High Protein Bar range, we wanted to offer something for those who really prioritize their protein intake. Fitting 28 grams of protein into a 60-gram bar required us to develop a new protein blend, and we're very pleased with the result. It's definitely a more substantial bar, still unmistakably Barebells. Consider it our new personal best when it comes to protein," said Isa Galvan, Global Brand Manager at Barebells. Developing a new protein blend was necessary to hit the 28-gram target without compromising taste and texture, according to the company. The bars will be available through gyms, retail locations, and online at shop.barebells.com. Barebells entered the US market in 2020 and now operates in over 50 countries. The brand also produces protein sodas, milk drinks, and lower-sugar candy.
Why It Matters
The protein bar category remains competitive, with consumers increasingly seeking higher-protein options.
Barebells' focus on maintaining taste while raising protein density addresses a core operator concern—meeting consumer demand for functional convenience foods without sacrificing palatability.
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Written by FBM Publications Editors
