FEATURE
SPORTS & PROTEIN PRODUCTS
32 ASIAN TRADER 19 SEPTEMBER 2025
tein products reaches unprec
edented levels. With protein bars,
drinks, and powders now worth
£225 million and growing at 24.2
per cent year-on-year [Circana],
convenience retailers are
witnessing a category evolution
that’s moving beyond artificial
solutions towards natural
ingredients whilst maintaining
the functional benefits consum
ers crave.
TREK, a leading protein bar
brand and one of the fastest-grow
ing players in cereal and sports
nutrition bars, has achieved what
many thought impossible:
creating high-protein, low-sugar
bars using 100 per cent naturally
sourced ingredients.
The brand’s ground
breaking High
Protein Low Sugar
range eliminates
artificial sweeteners
entirely, instead
utilising chicory fibre
and stevia leaf extract
to deliver 12g-15g of
plant-based protein
whilst achieving a
remarkable 47 per
cent sugar reduction
in their Biscoff variant.
Nearly two-thirds of Britons
are actively reducing sugar intake,
whilst almost half struggle to
control their consumption. TREK
identified that low sugar ranks as
the number one attribute
consumers seek in snack bars,
alongside rising demand for
natural ingredients.
Within the broader snack bars
market, protein bars represent
the fastest-growing segment,
expanding by £37.6 million over
the past two years [Circana].
TREK’s momentum illustrates
this growth trajectory, with sales
increasing £4.9 million year-on-
year to exceed £32 million RSV.
Breakfast revolution
The protein trend is expanding
beyond snacking into the
breakfast category, with estab
lished players recognising the
morning meal as the next frontier
for functional nutrition. UFIT,
leveraging its position as the UK’s
leading ready-to-drink protein
brand, has launched its first-ever
protein cereal range.
“Breakfast habits are changing
– people want options that fit
around real life, whether they’re
sitting at the kitchen table or
grabbing something on the go,”
states Angie Turner, of Lacka
Foods. “With this launch, we’re
staying true to our inclusive
approach, making it easier than
ever for people to pack more
protein into their day without
compromising on flavour or
breaking the bank.”
UFIT’s cereal range delivers
15g of protein per serving across
chocolate, toasted oats with
honey, and caramelised biscuit
variants. The pricing strategy
reflects accessibility goals: £3.99
for boxed cereals and £1.50 for
porridge pots, with promotional
offers starting from
just £1. This position
ing enables retailers
to capture both
planned purchases
and impulse breakfast
solutions.
Kellogg’s entry
into high-protein
cereals with its High
Protein Bites
demonstrates how
mainstream breakfast
brands are responding
to shifting consumer
preferences. The Choco Hazelnut
variant contains 21 per cent
plant-based protein, is high in
fibre, and crucially, non-HFSS
compliant – addressing both
nutritional and regulatory
considerations for convenience
retailers.
“We understand the benefits
of a protein rich breakfast to help
kick start your day, and we know
this is something our shoppers are
looking for too,” explains Lejla
Damon, Senior Activation Brand
Manager. The timing aligns with
market data showing protein
callouts on cereal packaging have
increased by 23 per cent in the
past year, reflecting growing
consumer awareness and
demand.
Nomadic’s ‘Power Oats’
represents another evolution in
protein breakfast
products, combining
yogurt with oats to
deliver 10g protein
alongside 100 per
cent daily Vitamin D
requirements and
gut-friendly cultures.
The range capitalises
on Instagram-driven
trends around overnight
oats and gut health,
appealing to health-con
scious consumers seeking
multifunctional nutri
tion.
“Combining ‘power’
with flavour is always
paramount for us – as it is
for our customers, who’re
busy on their feet and
always on the go,” notes Michelle
Bloom, Nomadic’s Marketing
Manager. “If the flavour doesn’t
match the power delivery in such
products, then they’ll just move
on.”
FUEL10K addresses the
specific needs of time-poor
consumers seeking convenient
breakfast options with the launch
of Yogurt & Granola Pots. The
range combines the brand’s
granola with high-protein yogurt
for the first time, delivering 20g of
protein per pot across three
flavours: Vanilla Yogurt &
Chocolate Granola, Strawberry
Yogurt & Raspberry Granola, and
Toffee Yogurt & Chocolate
Granola.
The launch capitalises on
shifting consumer behaviour,
with 25 per cent of shoppers now
prioritising high-protein
breakfast choices
[Mintel, 2025].
The non-HFSS
compliance of
FUEL10K’s pots, like
Kellogg’s High Protein
Bites, demonstrates
how brands are
formulating products to
Giving your sales real energy
For convenience retailers, the protein drinks
category presents multiple opportunities – if
it’s done in the best possible way with
optimum performance
Merchandising Strategy: Stock RTD protein
shakes in chilled sections despite ambient
stability – consumers prefer them cold, and
chilled placement reinforces the premium
positioning.
Range Planning: Consider stocking both
established players (UFIT, Grenade) and
innovative partnerships (Müller x Myprotein)
to capture different consumer segments.
Price Points: The category supports
premium pricing (£2-£3.25), delivering
stronger margins than traditional soft
drinks whilst meeting genuine consumer
demand.
Cross-merchandising: Position protein drinks alongside sports
drinks, healthy snacks, and meal replacement products to create
“active lifestyle” zones.
The protein drinks revolution represents more than a health
trend – it’s a major shift towards functional nutrition that
convenience retailers can leverage for sustained category
growth and improved profitability.