It’s been five years since leading sports nutrition brand, Grenade, exploded into the snacking confectionery market with its now best-selling Carb Killa range. Renowned for being low in sugar and high in protein, Carb Killa launched its first three delicious protein bar flavours back in 2015; Caramel Chaos, Cookies and Cream and Fudge Brownie – and it’s fair to say, the on-the-go healthier snacking market has not been the same since.
But how has Grenade exploded into a mainstream giant; you ask? No doubt supported by its ‘bang on-trend’ flavours and products, sales of Grenade’s in demand ranges are booming. As the protein bar market follows suit, with statistics now recording sales to be at £89.5m, Grenade’s brand and product development across the past five years has contributed to its expanding listings across major UK retailers, with 84% of category growth being driven by the Carb Killa brand.
In fact, to date, Grenade is proud to announce a whopping 120 million Carb Killa bars have now been sold in the UK, cementing Grenade’s position as the top protein bar brand in the sector. Since the launch in 2015, the distribution of products has now expanded globally to an impressive 50 countries, with Carb Killa now selling c. £150m worth of bars worldwide.
The success of Grenade’s Carb Killa range comes during a recent shift in consumer snacking trends and behaviour – and not just the die-hard gym bunnies upping their protein intake, but everyday consumers increasingly on the lookout for healthier alternatives to chocolate bars. With studies revealing that a staggering 88% of shoppers are actively looking to improve their diet, these individuals seeking healthier alternatives, including on-the-go snacks that can support their healthy lifestyle and allow them to indulge guilt free, are choosing Carb Killa as a low in sugar and high in protein snack option. As the brand has hit the top spot thanks to its positioning as a lifestyle brand, targeting both the average consumer and gym fanatic, Grenade has achieved incredible feats by making its products accessible to all.
At brand level, Carb Killa is now bigger than all other single chocolate bar brands with the exception of Kinder Bueno – and also had the most successful NPD in 2019 with their White Chocolate Salted Peanut bar driving more actual value sales growth than any other Protein or Single Chocolate Bar in the UK.
Five years on, and Grenade now boasts an impressive 12 Carb Killa bar flavours, including the most recent recruits to the range – White Chocolate Salted Caramel, Dark Chocolate Raspberry and Chocolate Chip Salted Caramel – all a firm favourite amongst shoppers.
And the Grenade Carb Killa range doesn’t just stop at protein bars – it has also focused significant energies and investment in tapping into the mainstream confectionery market. By expanding its product range with the inclusion of healthier shakes, spreads and biscuits, all featuring on-trend indulgent flavours like Fudge Brownie, Strawberries and Cream and White Chocolate Cookie, there’s no end to the innovation shown by the brand.
CEO and co-founder at Grenade, Alan Barratt, comments: “We’re so excited to be celebrating the fifth Birthday of Carb Killa. When we launched, our goal was to create products that people would actively seek out and remember – and we’ve worked hard to challenge the stereotypes of nutrition products in the fitness industry and beyond.
“The success of the Carb Killa range five-years down the line is not only down to providing a taste-led proposition of a delicious, diverse range of products for our customers, but the continued dedicated hard-work of the team making them possible. Watch this space for the next launch – and the next five years!”
Grenade’s latest addition to the Carb Killa family is the silky-smooth Chocolate Chip Salted Caramel. Tasting just like a well-known chocolate bar, minus the guilt, this brand-new protein-packed heathy alternative is a must-have, on-the-go nutritious snack, perfect for the health-conscious looking for a little indulgence, without compromising on taste.