Cadbury has beefed-up its Boost bar with 12 grams of protein to create new Boost + Protein, which is available from July 30.
As well as four times more protein than a standard Boost, the new 49g bar (RSP £1.49) contains one-third less sugar.
Made with the same milk chocolate and chewy caramel combination that consumers are familiar with, combined with protein crisps, Cadbury says Boost + Protein doesn’t compromise on taste.
The Boost brand, including Boost + Protein, will be supported by a £1m campaign that includes out-of-home advertising, sampling, PR, digital and social media activity. Retailers will be able to maximise the opportunity with a range of on- and off-shelf POS. Boost + Protein is also included in Cadbury’s biggest-ever on-pack promotion promo Match and Win.
The protein bar market is worth £51m and growing by 54% year-on-year.
Richard Weisinger, Senior Brand Manager for Cadbury singles, commented: “As the nation’s favourite chocolate brand, consumers know and expect great tasting bars from us and we know 83% of consumers interested in protein are not prepared to sacrifice on taste. We’ve crafted this bar over time to ensure that we can meet the consumer need for protein while still delivering a great taste and hunger satisfaction of standard Boost bar.
“Our recipe had fantastic results in consumer taste tests vs competitors, with liking scores on par with standard Boost. With this strong consumer feedback, we believe this offer can attract consumers who want the best of both worlds – extra protein and taste.”