BOL has expanded its Power Shakes range with its latest launch of Banana and Strawberry, taking the ready-to-drink nutritionally complete meal line-up to six SKUs.
The extension comes amid rapid growth in the smart food category, with RTD nutritionally complete meals increasingly used as a breakfast and meal-replacement option by timepressed shoppers. BOL is seeking to differentiate Power Shakes within the segment by using wholefood ingredients rather than powdered formulations and additives commonly used elsewhere in the category.
The new fruit-led variants will launch in January 2025 exclusively online at bolfoods.com, ahead of wider availability on Amazon. The Power Shakes range is already stocked nationwide (RRP £3.25) and recently expanded internationally launching into 700 Albert Heijn stores in the Netherlands in October.
Power Shakes are positioned as a nutritionally complete meal in a bottle, delivering over 25g of protein, 9g of fibre and 26 vitamins and minerals, as well as being naturally low sugar free from artificial sweeteners, preservatives, gums or emulsifiers. The range holds a 90/100 Yuka rating, and is Informed Sport Approved.
Fruit flavours drive range expansion
The move into fruit-led flavours was driven by strong consumer demand across both dairy and functional drinks. Banana and Strawberry remain two of the most familiar and bestperforming flavours in the UK, with Strawberry one of the leading flavours across functional beverages and Banana demonstrating high repeat rates in the category.
BOL Banana Power Shakes are made with real banana, dates and almond butter, while the Strawberry recipe combines strawberries, oats and vanilla, building on the success of the range’s existing fruit-led Blueberry SKU launched in Tesco in November.
“Our shoppers have been asking for more fruit-first flavours, with breakfast being a key consumption occasion,” said Toni Ehrnreich, Head of Brand & Marketing at BOL. “These launches allow us to bring more familiar flavour cues into the Power Shakes range while staying true to our wholefood approach.”
Growth in smart food accelerates
According to IRI data, the smart food category grew 71.2% year on year in 2025, while BOL Power Shakes are growing 54.2% YoY (IRI Total Outlets, 12 w/e 12 July 2025). The brand said the Power Shakes range is also attracting incremental shoppers to the category, with a high proportion new to nutritionally complete meal drinks.
BOL CEO & Founder Paul Brown said the approach challenges established norms in the category. “Many nutritionally complete drinks rely on artificial ingredients to deliver taste, texture and shelf life,” he said. “We’ve taken a different approach by building recipes from wholefoods you’d recognise from your own kitchen. That’s how we believe smart food should be done.”
The Power Shakes range was first launched in March 2024 and continues to expand as BOL targets further growth within the RTD nutritionally complete meals segment.
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