Trek, from Natural Balance Foods, has signed a two-year deal as the Official Nutrition Bar for Tough Mudder UK – the series of endurance events in which competitors take part in gruelling 10-12 mile runs featuring military-style obstacles.
Trek will use this – its biggest-ever sponsorship, to drive brand awareness and trial of both Trek bars and new Trek Chunks. All Tough Mudder participants will be offered Trek samples at event feeding stations, while all finishers will also receive free samples of Trek Protein Energy Bars. Natural Balance Foods also intends to maximise the partnership by using it as part of a larger, integrated marketing campaign across print, digital, social media, in-store and on packaging.
Trek is the UK’s number one Sports Nutrition and Lifestyle Energy Cereal Bar with sales of £10.9m and growth of 78% – adding £4.8m in sales in the latest MAT.
“Tough Mudder UK typically sees 10,000 to 15,000 people per event, and around 70% of competitors are male with an average age of 29 years – the perfect demographic for growing the Trek audience,” said Marina Love, Natural Balance Foods Marketing Director. “We’d encourage retailers to stock up on Trek bars and Chunks to make the most of the increased exposure Tough Mudder will bring.”