Swedish snacking brand N!CK’S is ramping up its UK expansion with new listings across Morrisons, Sainsbury’s and Ocado as it looks to capitalise on growing demand for protein-rich snacks.

The confectionery brand is expanding its grocery footprint alongside existing listings at Boots, as it looks to compete with traditional chocolate bars and established sports nutrition brands.

Its UK push centres on a range of protein wafer bars, which contain 10g of protein per 40g bar and no added sugar.

The range is available in five flavours, including Chocolate, Vanilla, Orange Chocolate, Hazelnut and Peanut Butter.

Alongside its supermarket expansion, N!CK’S is targeting the fitness market, with a rollout into PureGym planned for December.

The brand already has listings at Third Space, Bannatyne and Fitness First, as it looks to reach customers seeking convenient protein snacks beyond the traditional sports nutrition aisle.

Founded in Sweden in 2013 by Niclas Luthman, N!CK’S has expanded into 15 international markets, selling products across confectionery, protein bars, ice cream and sweeteners.

The business said its non-frozen sales grew 33 per cent between 2023 and 2025, driven by demand across its confectionery and protein bar ranges.

The latest UK listings come as more food and drink brands look to tap into the growing popularity of high-protein products, with supermarkets increasingly expanding their ranges to cater to health-conscious shoppers.

N!CK’S vice president of sales Jesper Mathiasson said: “The UK is a hugely exciting market for N!CK’S, and these new retail partnerships are a major step forward in our ambition to make better-for-you snacking more accessible.

“We believe people should never have to choose between a genuinely delicious treat and making more considered food choices.

“That’s why we put taste at the heart of everything we do, with no added sugar and protein adding to the appeal.”

The brand is positioning its wafer bars as an everyday alternative to traditional confectionery, betting that consumers will increasingly look for snacks that combine familiar flavours with additional nutritional benefits.

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