New UFIT 'Loaded' bars set to reenergise protein category

Ready-To-Drink protein brandUFIT will expand its leading portfolio of health-focused snacks and drinks with the launch of UFIT Loaded Protein Bars.

Packed with 15g of protein and low sugar, UFIT Loaded intends to reenergise consumer interest in the protein bar category with popular flavours: Caramelised Biscuit, and White Chocolate Cookie. Made with natural flavours and real chocolate, they offer a delicious option for health-conscious consumers looking for on-the-go snacking.

Protein bars are typically seen as expensive and still have negative taste connotations by consumers. This has made the category highly competitive, with value-based bars tending to be small and lacking in shelf presence. UFIT Loaded is designed to work against this trend, offering shoppers a tasty and HFSS-compliant choice with the attractive price point of only £1.29 per bar.

"Launching UFIT Loaded is an obvious next step for us, bringing a new and complementary dimension to our leading protein product range,” said Sales Director Richard Northridge.

“Our loyal shoppers expect quality and value, and that’s exactly what our new bars offer: a great-tasting snack with high protein and low sugar that are accessibly priced, reengaging with consumers who may have moved away from the category previously.

“Our goal is to help people get the most out of every day by bringing protein to the masses, with a range of convenient protein products that “fit around you.” Whether you’re on the move, busy at work or looking for something to keep you fuller for longer, UFITmakes it simple and enjoyable to stay on top.”

As the UK’s leading RTD protein brand (30 per cent market share), UFIT is at the forefront of the category. This is highlighted further by its performance in the impulse channel, where it sells more RTD protein bottles than any other brand. Its core range of protein shakes also boast the highest product loyalty among all other RTD protein brands, including retailer own-labels.

The launch of UFIT Loaded Protein Bars is supported by a £10k marketing investment across influencer social media channels and digital advertising.

UFIT Loaded protein bars, White Chocolate Cookie, and Caramelised Biscuit

45/47g bars in a CDU of 16 bars

RRP: £1.29 per bar