Global sports and nutrition brand Grenade is increasing its availability throughout the nation.
The maker of the Carb Killa line of low-sugar, high-protein snacks, Grenade has secured partnerships with leading convenience store chain, Speedway, as well as a number of other partnerships including Royal Farms, Dash In, GetGo and Wawa.
Grenade also has signed deals with major grocery chains, Meijer and Giant Eagle, and Canteen’s Avenue C micro-markets throughout the Southeast, Northeast and Midwest—giving U.S. consumers even more access to the popular Carb Killa line and its variety of flavors.
In the U.K., Grenade Carb Killa accounts for 48 percent of value sales within the convenience market and has driven more actual growth than the entire protein or single chocolate bar categories. In fact, reports suggest that without Carb Killa, the U.K. convenience market would be in decline. (statistics from IRI Marketplace Total U.K. Convenience, Protein Bars £Value Sales 12wks to 06/10/19)
Protein and nutrition bars are witnessing a high demand in the United States, thanks to the evolving health and fitness trends which shows consumers choosing healthier products that are high in protein and low in sugar to remain fit and healthy. The North American Protein Bar Market is forecasted to grow at a CAGR of 6.25 percent during the period (2019 – 2024) [North America Protein Bar Market – Growth, Trends and Forecast (2019 – 2024), Mordor Intelligence].
Commenting on the Grenade’s U.S. success to date, CEO and co-founder Alan Barratt said, “These latest partnerships are another exciting step as we look to grow the Grenade brand worldwide.
“Busy lifestyles combined with a rising demand for healthy food has meant that the global healthy snacking market is predicted to reach $32.88 billion by 2025 (Bloomberg, healthy snacks market – published May 2019). North America in particular is tipped to be one of the most prominent markets for healthy snacking (Grandview Research, industry analysis, healthy snack market – published Jan 2019) and with Carb Killa bars driving 57 percent more cash through the till than the average nutritional bar (Source: U.S. Convenience Retailer Epos, Value/Store/Week, 8 weeks to 03/09/19), we look forward to working with these stores to drive sales to the next level.”
As the market leader in the U.K., Grenade grew by 112 percent within the convenience channel last year and drove more actual category growth than all other brands put together (IRI Marketplace U.K. Convenience Market, Protein Bars, £Value Performance 52we 19/05/19).
“In today’s society, the snacking sector is being driven by three key drivers—health, taste and innovation, and it’s essential that the products that are out there tick all of these three boxes. We are on a mission to banish bland as we continue to educate more and more consumers that nutritious and appealing snacks do exist and that healthier eating doesn’t ever have to be boring, ” Barratt said.
Grenade’s Carb Killa line, which are the best-selling protein bars in the U.K. market (IRI Marketplace U.K. Convenience Market, Protein Bars, £Value Performance 52we 19/05/19), even outselling traditional chocolate bar brands such as Mars or Kit-Kat (IRI Marketplace Total U.K. Market, Chocolate Singles and Grenade Carb Killa, £Value Sales 12we 19/05/19). All bars within this line contain up 23g of protein and less than 2g of sugar per bar and are triple-layered with nougat, caramel and Belgian chocolate.
