Premier Protein makes UK debut

Premier Protein bars

Premier Protein, a protein brand popular in the US and across Europe, is launching its range of bars in the UK this month, with a targeted plan for distribution in the impulse channel.

The range has an RSP of £1.49 and offers three flavours: Chocolate Brownie; Chocolate Peanut Butter; and White Chocolate & Vanilla. Each 50g bar contains 20g protein and 1.3g sugar.

Weetabix is marketing the bars in the UK, which are initially only available from English wholesalers Dhamecha and Parfetts ahead a wider convenience roll-out in late February/early March.

Premier Protein will offer independent retailers category management advice on how to grow the current protein area, as well as supporting the brand via digital, social media and sampling activity. An influencer campaign will target fitness and lifestyle bloggers to raise awareness to these audiences.

Zoe Stroud, Active Nutrition Brand Manager for Weetabix, said: “There is a huge opportunity for protein in the convenience channel and we’re confident that the Premier Protein brand can meet consumer demands.

“We know there is confusion, especially relating to category management and where to stock in store, so we’re eager to work with retailers to help grow the category and maximise their sales.”

For more information, visit the Weetabix corporate website at weetabixfoodcompany.co.uk.