Trek
The natural snacking brand that’s worth over £20m RSV and growing +27% YOY, has expanded its range of Protein Flapjacks with an ontrend Peanut Butter bar joining the existing Cocoa Oat, Salted Caramel, Smooth Lemon, White Choc and Raspberry, Cocoa Coconut & Original Oat varieties.
Made with naturally gluten-free oats and covered in a layer of peanut butter-flavoured topping, the new bar is positioned to capitalise on increasing consumer demand for natural plant-based protein and aimed at the increasing number of shoppers seeking out convenient and healthy snacks to have on-the-go.
Set to become a top seller alongside Cocoa Oat, Trek’s Peanut Butter Protein Flapjack is vegan, packed with 100% plant based ingredients and gluten-free oats, with 9g of plant-based protein and a source of fibre.
The brand has again partnered with fitness tracker FitBit, which will see a limited edition on-pack promo running until 28 February 2023 at selected retailers across the UK.
Consumers will have the chance to win a Fitbit Versa 3.0 by purchasing a multi-pack (3x50g) across a number of Flapjack flavours by simply entering the pack code online.
The activation is being supported with a digital campaign across Facebook and Instagram to drive awareness and encourage shoppers to pick up a limited-edition promo pack in-store, along with a consumer PR campaign, influencers, and activation in selected retail stores.
“Trek has had a really strong past 12 months, despite the total category being hit by the pandemic, and has grown by +27.2% with our Flapjack range being one of the main drivers of this growth,” said Alice Boardman, Trek senior brand manager.
“UK consumers are snacking now more than ever with 66% of UK adults snacking at least once a day and 77% of bars shoppers now looking for added protein. So, it felt like the perfect time to launch our new Peanut Butter Protein Flapjack, taking inspiration from an increasingly popular and on-trend flavour, as well as once again partnering with FitBit to offer shoppers the chance to win a one of 185 Fitbit Versa 3.0s.
“Nutritional values and functional benefits are influencing our shopping choices more than ever with 64% of consumers now looking for healthier options, but half of consumers (49%) who snack are more likely to choose healthier products at home than outside of home (10%), so we are delighted to be offering this new plant-based protein flapjack made with no artificial ingredients, suitable for both on-the-go and at home.
“Plant-based protein snacks have become popular among consumers looking for a natural energy boost, with 41% of people wanting a snack that provides energy or helps them refuel. Brands are responding by replacing empty calories with functional ingredients and we’re proud to be launching the UK market’s first plant-based peanut butter flapjack.”
Trek’s Peanut Butter Protein is available in Sainsbury’s, Booths, Asda, Tesco and Ocado for an RRP of £2.40 (3x50g multipack) and £1.00 (50g bar).
