TREK is expanding its range with the addition of a brand-new offering. Sweet treat inspired TREK POWER bars will feature 15g of plant-based protein and are positioned to appeal to consumers with busy and active lifestyles who are seeking a vegan and healthier protein filled alternatives with no artificial sweeteners. Available in two varieties – Peanut Butter Crunch and Millionaire Shortbread, TREK Power will be one of the first plant-based bars on the market coated in a natural alternative to chocolate with no artificial sweeteners, set to meet an increasing consumer demand.
Both bars are made with 100% plant-based ingredients, including 15g protein and are gluten-free, vegan and GM free, whilst tasting like two of the nation’s favourite treats. Similar to TREK’s product range, these bars are designed to provide slow release energy, avoiding any spikes and lulls through plant-based ingredients, helping consumers get the most out of their work out or busy day.
Sports nutrition is a key driver of the snacking category with health-conscious consumers placing high importance on being physically active and the trend towards protein-filled treats showing no signs of diminishing. The high-protein confectionery market is increasingly crowded with bars which contain added sugar, sweeteners and animal products, despite 62% of consumers agreeing that sports nutrition products made with plant proteins are a healthier choice and 53% of consumers are concerned about artificial sweeteners.
TREK senior brand manager Georgina Crook said: “This was the next step for TREK, as research has found that nearly two thirds of consumers (63%) said recognising the ingredients that go into a product had some impact on their purchasing decisions. Providing natural, plant-based energy has always been at the heart of what the TREK brand does, and we have seen a real opportunity to fill a gap in the sports nutrition market as there is not currently a bar in the top 50 of the category which simultaneously provides plant-based protein and contains no artificial sweeteners. The new POWER Bars’ eye-catching packaging includes the TREK emblem signposting their credentials and helping consumers to navigate the category.”
TREK POWER bars will be available in retailers including Tesco and Sainsbury’s Free From at an RRP of £1.75 from September 2020.
 Attitudes toward Sports Nutrition, Mintel, August 2019 Mintel, Attitudes towards Sugar & Sweeteners, Sept 2019.