Global sports and nutrition brand Grenade has partnered with multinational coffee chain Costa Coffee to launch Grenade protein bars in Costa’s UK coffee shops.
Grenade launched in 2,878 Costa Coffee shops on 4 July, with consumers able to buy Grenade Carb Killa protein bars in two flavours: Peanut Nutter and Birthday Cake.
Sales of the protein snack brand grew by 112% in the UK convenience market last year, driving more category growth than all other brands combined. Grenade says it wants to offer consumers a healthy range of treats, and change their perception of what wholesome food tastes like.
Grenade CEO and co-founder Alan Barratt said: “We’re delighted to partner with Costa Coffee; it’s another exciting step for us this year as we continue to grow our brand. We look forward to working together and ultimately driving sales to the next level.
“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.”
Founded in 2010, Grenade’s biggest-selling product is the Carb Killa range which is the best-selling protein bar range in the UK market, according to a report from IRI Marketplace. It even outsells chocolate bar brands including Mars or Kit Kat.