The company has reduced the sugar content by 65% to just 5.6g per 70g bar, and fat by up to 30%, which translates into a 15% drop in calories.
The new bars – to be rolled out thoughout the UK this week – now contain under 300kcals per 70g bar.
According to Kevin Smith, co-founder of Battle Oats, pressure is on producers to provide more low sugar options, so the Hull-based company worked with a team of nutritionists to significantly reduce the sugar, fat and calorie content of its bars.
“Our flapjacks now contain less than a third of the sugar content of the leading oat nutrition bar, showing that even with so-called healthy snacks, it’s still vital that consumers read the nutritional information,” said Smith.
The range now comprises six flavours, including White Chocolate Coconut, Cranberry & Blueberry Infusion, Double Chocolate Brownie, Dark Chocolate Chip, Cherry Bakewell, and a new Cookies & Cream flavour.
More than just a protein bar
The bars are available online and sold through gyms and selected wholesalers and distributors around the UK, including 300 outlets of high street retailer Holland and Barret.
“We are hoping to partner with more outlets such as convenience stores and garage forecourts to make these healthy snacks more widely available to the growing grab ‘n’ go market,” added Smith.
“Over the last four years, demand for our products has really taken off as people have become more aware of the importance of healthy protein snacks. Having started as a post-exercise product, we are increasingly seeing active mainstream consumers turning to our high protein flapjacks because they are more nutritious.”
As part of the re-launch, Battle Oats redesigned the packaging, highlighting the low sugar content on front of pack.
Last year, the company developed a new protein cookie last year, purported to be the only protein cookie on the market that uses plant-based protein and is both gluten-free and vegan.