Ufit flexes with new protein bars

Protein brand Ufit is expanding its portfolio of health-focused snacks and drinks with the launch of Loaded Protein Bars. 

Focused on combining taste, value and nutrition, the two new bars are available online now. Packed with 15g of protein and low sugar, the brand intends to “reenergise consumer interest in the protein bar category” with flavours Caramelised Biscuit and White Chocolate Cookie.

The protein bar category remains highly competitive, with value-based bars tending to be small and lacking in shelf presence. Ufit’s Loaded bars disrupt this trend, offering shoppers an HFSS compliant and delicious choice with an attractive price point of only £1.29 per bar.

Richard Northridge, sales director at Ufit, said: “Launching Ufit Loaded is an obvious next step for us, bringing a new and complementary dimension to our leading protein product range. Our loyal shoppers expect quality and value, and that’s exactly what our new bars offer - a great-tasting snack with high protein and low sugar that are accessibly priced, reengaging with consumers who may have moved away from the category previously.”

The launch is supported by a £10k marketing investment across influencer social media channels and digital advertising.