TREK hits £30m rsv with the Power of Biscoff driving significant brand growth

• TREK hits £30 million for the first time, after another year of double-digit growth (+12%)[1].
• The brand’s latest launch – TREK Power Biscoff – plays a significant role in fuelling this, becoming the number one launch of 2024 in the Cereal & Sports Nutrition Bars category[2].
• Momentum set to continue for TREK Power Biscoff with new campaign, fuelling more growth opportunities.

TREK, the UK’s 8^th biggest Cereal & Sports Nutrition Bars brand and number 2 in Protein Bars[3], has reported that retail sales have hit £30 million for the first time[4] after another year of double-digit growth (+12%)[5]. The success of its latest launch – TREK Power Biscoff® –has played a huge role in fuelling this.

Since landing on supermarket shelves 6 months ago, both the 3x multipack and single bar have achieved impressive results, with sales for the range hitting £2.1 million^[6]. This success to date can be attributed to the fact that the product brings together the irresistible taste and brand love of iconic Lotus Biscoff® with the high-protein, natural energy credentials that plant-based TREK is known and loved for.

Not only did TREK Power Biscoff® quickly become the number one best-selling launch in the Cereal & Sports Nutrition Bars category[7], but the product has also become one of TREK’s bestsellers^[8], plus holds a 41% share of the brand’s high protein ‘POWER’ range.

On top of this success, there remains significant headroom for growth. Currently, retail distribution for the product stands at 42% for the multipacks and 34% for the singles, meaning that with further distribution gains, as more and more consumers discover this winning protein snack, TREK POWER Biscoff® has the potential to rival the current leading products in the protein bar category.

To supercharge this growth, TREK is supporting the Power Biscoff® range with a consumer campaign, driving awareness and buzz with paid digital, social media and influencer activity, which launched earlier this month. The campaign will drive consumer awareness and demand to new heights, meaning that retailers currently stocking the product will benefit, and those who are not will miss out.

Alice Boardman, Marketing Manager at TREK, says: “We knew when we first launched TREK Power Biscoff® earlier this year that consumers were going to love it, but the response has been beyond anything we ever expected. With 4 TREK Power Biscoff® bars sold every minute and over 1 million bars sold so far ^[9], it’s clear that there’s high demand for high-protein, plant-based snacks that provide natural energy and deliver best-in-class taste.

“TREK Power Biscoff® has been fundamental to TREK becoming a £30 million brand[10], and we can’t wait to see what the future holds, particularly as we go live with the next phase of our consumer campaign to support the launch.”

TREK Power Biscoff is available to retailers large and small. Please contact your distributor to find out more on how to stock the product*.

*Distributors include (but are not limited to): Brakes, Bidfood, Booker, Nisa, Suma, Epicurium and DDC

[1] Circana, Total Market, 52we 07.09.24

[2] Circana, Total Market inc. Ocado, YTD to 10.8.24

[3] Circana, Total Market, 52we 07.09.24

[4] Circana, Total Market, 52we 07.09.24

[5] Circana, Total Market, 52we 07.09.24

[6] Circana, Total Market inc. Ocado, YTD to 10.8.24

[7] Circana, Total Market inc. Ocado, YTD to 10.8.24

[8] Circana, Total Market inc. Ocado, YTD to 10.8.24

[9] Circana, Total Market inc. Ocado, YTD to 10.8.24

[10] Circana, Total Market, 52we 07.09.24