To celebrate the launch of the first protein bar from Tyson Fury’s Furocity range, Iceland has partnered with Furocity to introduce a new scheme where customers can try the new bar for free.
Named the ‘Snack Swap Shop’ and running from 24 – 30 July, the initiative will enable Iceland customers to trade in other snacks for a free Furocity protein bar worth £2.
As the first supermarket to launch the Furocity Range, the snack shops will pop up in Iceland stores throughout the country – including Fulham, Blackpool, Mold, Norwich and Banbury.
Tyson Fury first launched the Furocity brand last year with a range of energy drinks at an event in London.
According to recent research from the celebrity snack brand, one in five are left disappointed by their snack choices and a third (37%) get ‘snack regret’ from eating an unhealthy or high-calorie snack.
The snack bars also have over 20g of high-power protein, as over half the nation (56%) are unaware of how much protein they should be getting in their diet each day.
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Furthermore, Iceland will use its partnership with local sharing app Olio to donate unwanted snacks that will allow businesses to redistribute their surplus food to local communities. So far, both Iceland and Olio have redistributed over 2 million meals.
Heavyweight boxing champion Tyson Fury commented: “I knew if I launched a protein bar that it had to be good macros and tasty and I’m confident there’ll be no such thing as snack regret when people try these.
“To prove to people how good these taste, we’re letting them swap their crappy snacks with the best protein bar on the market!”
The news comes as Iceland has cut the price of 500 grocery essentials in the latest competitive move to support shoppers during the cost-of-living crisis.
