Mondelēz International is dropping the UK-based sports nutrition brand Grenade in the U.S., the latest salvo in a protein bar wars.
The snacks manufactuer, which already sells Grenade in Europe, Australia and Canada, is debuting four bar flavors in the U.S., including Oreo. Each bar contains 20 grams of protein and 1 gram of sugar.
Mondelēz purchased a “significant majority interest” in the brand in 2021, with the food giant saying Grenade is the top selling protein bar in the U.K.
“We know today’s consumers want products that deliver on both taste and function, and that’s exactly what Grenade was built for,” Alan Barratt, co-founder of Grenade, said in a statement. “As we continue to grow our presence in the U.S., we’re excited to bring more consumers the bold flavors, high-protein nutrition and unapologetic attitude that have made Grenade a favorite with fans around the world.”
Protein bars are the fastest-growing category in the U.S. snack market, according to NielsenIQ data cited by Grenade, are growing four times faster than total protein snacks in the U.S., making protein bars the fastest-growing category in the U.S. snack market, according to NielsenIQ data cited by Grenade. This comes as 85% of U.S. consumers aim to increase their daily protein intake, the brand said, providing it an opportunity to tap into these fast-growing trends.
The bars can be found nationally at GNC and The Vitamin Shoppe, plus online at Amazon and Bodybuilding.com. Grenade aims to expand distribution across national convenience chains, grocery, specialty retailers and gyms in the coming months.
Grenade’s reach goes beyond bars with a lineup of nutrition products that include protein powders, supplements and formulas for pre-workouts and weight management.
Mondelēz is already the third-largest snack bar maker in the $20 billion global category, with an 8.6% market share, according to a recent company presentation.
The Chicago company has aggressively established its position in the bar category through M&A, spending nearly $3 billion in 2022 to buy Clif Bar & Co., best known for its namesake energy bar popular among bikers and hikers. It also purchased Perfect Bar, a refrigerated protein bar made with whole food ingredients in 2019, which the food company is positioning as one of its next $1 billion brand.
