Weetabix Food Company has partnered with Morrisons to create a new sports nutrition food box, offering a selection of protein products at great value, that can be delivered direct to consumers.

Available to order now and retailing at £18 the box will contain three brands: x4 Weetabix On The Go Protein drinks, x4 Premier Protein bars and x4 PowerBar Protein Nut2 bars*.

Recognising the need for convenient nutrition which can be delivered straight to homes, the boxes tap into the growing demand for protein products with 60% of consumers saying they are adding or increasing protein in their diet[1].

Sports nutrition is becoming more mainstream and the sector is worth £237m in the UK grocery and convenience sector, whilst protein and healthy snacking bars have grown by 16% in value (£RSV) & 11% in volume against last year[2].

Aimed at fitness enthusiasts and already a popular brand with a 30-year heritage, it will be the first time that PowerBar has been available in UK grocery stores. Premier Protein bars launched in the UK earlier this year following success in the US and across Europe, and are aimed at those looking for tasty protein products as part of their healthier lifestyle choices. 

Zoe Stroud, Active Nutrition Brand Manager, said: “Over recent years we’ve seen protein explode across categories and formats and by partnering with Morrisons and their successful food box format, we’re able to offer a sports nutrition box that delivers high in protein products, directly to your door. The great-value boxes also deliver against key trends emerging post Covid, with health and wellbeing at the forefront of people’s minds.

“Weetabix On The Go is already the UK’s No. 1 breakfast drink, and we’re pleased to introduce Premier Protein and PowerBar to UK shoppers, two exciting brands that UK consumers may be less familiar with.” 

Liam Challenger, Food Boxes Trading Manager, Morrisons, said: “We know our customers are looking for convenient ways to increase the amount of protein in their diets and this is sure to increase in January as health and wellbeing is firmly back on the radar. Our food boxes have really resonated with shoppers, catering for essentials or special occasions, and we think our first sports nutrition box will be a popular addition, introducing new brands that can support their fitness goals.”

The sports nutrition food box is part of Morrisons extensive ‘All Everyday Boxes’ collection – https://www.morrisons.com/food-boxes/boxes/everyday-boxes/all-boxes. The launch will be backed with a digital marketing campaign and social media support.

Part of BellRing Brands, a publicly traded subsidiary of Post Holdings, Premier Protein and PowerBar are brought to the UK market by Weetabix Food Company. 

*The sports nutrition food boxes cost £18 and contain:

Weetabix On The Go: Chocolate and Vanilla (4 drinks)

Premier Protein: Chocolate Brownie and Chocolate Peanut Butter (4 bars)

PowerBar: Protein Nut2, White Chocolate, Coconut and Milk Chocolate Peanut (4 bars).

[1] The Hartman Group, Health & Wellness Report 2019

[2] Nielsen Answers Data to 11.07.2019 Total Market

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