Grenade is expanding its protein bar portfolio with the launch of a new Soft Core range across grocery, convenience and wholesale channels.

The 50g bars feature a soft dough centre surrounded by a gooey filling and chocolate coating.

Three flavours will be available: Golden Caramel, Chocolate Peanut Butter and Double Chocolate.

Each product contains 15g of protein and less than 2g of sugar, with a recommended retail price of £2.95.

The range will launch in August through supermarkets, convenience retailers, wholesalers and Amazon.

Grenade will support the release with an above-the-line campaign running from September to October, alongside in-store point-of-sale activity.

The launch follows the limited-edition Grenade Soft Core Creme Egg bar, which was introduced for Easter.

According to figures supplied by the brand, 87 per cent of the Creme Egg product’s sales were incremental to the existing Grenade range.

Grenade UK retail sales director Rachel Austerberry said: “Consumers want protein snacks that feel like a proper treat, and this launch delivers the soft texture and rich centre they are looking for.”

Research cited by Grenade found that 75 per cent of UK snack consumers are attracted to products combining different textures, while 70 per cent are interested in filled snack bars.

The Mondelez-owned brand said the range would help retailers respond to growing demand for convenient protein products that compete more directly with traditional confectionery.

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