New Naughty Boy ESCO Bar Flavours Set for Global Debut in Dubai
Naughty Boy Lifestyle is dropping two fresh flavours of its fan-favourite ESCO Bar at the 2025 Dubai Muscle Show, Gymfluencers can exclusively reveal.
Launched last year, Naughty Boy ESCO marked the brand’s first entry into the busy protein bar category — and it came in hot.
Hailed as one of the “very best bars on the market,” the Narcos-inspired snack packs 20g of protein and less than 3g of sugar, all for a lean 200 calories or less.
It debuted in two insane flavour combinations: White Chocolate Caramel Biscuit and Chocolate Caramellow.
That two-variety line-up is soon to become four, with the lifestyle operator eyeing a big reveal at the Middle East’s leading international fitness and bodybuilding show.
Naughty Boy ESCO x Dubai Muscle Show
Naughty Boy has been bullish on the international stage in recent times, gaining fans across the globe for its no-nonsense formulation and creative, first-to-market flair.
The two-time International Brand of the Year is represented in countries like China, New Zealand, America, all across Europe, and of course, the Middle East.
Founder Clint Leigh attributes much of that success to huge expos like FIBO and Dubai Muscle Show, with Naughty Boy making its presence known at both.
And he announced there’s something special planned for this year’s outing.
“We will be launching new Naughty Boy ESCO Bars at the Dubai Muscle Show in October, which include White Chocolate Cookies & Cream and White Chocolate Peanut Butter Blondie,” he said.
Both bars are Halal certified — a promise Naughty Boy made to fans earlier in 2025 as part of several small tweaks, including higher-grade packaging.
The white chocolate has also been sourced from the very highest level, he says, to make the taste and texture second to none.
Naughty Boy has been on a roll with new product development.
After launching 118 different SKUs last year, this summer has seen the introduction of CREA-CLEAR — a blend of clear whey protein and creatine — Beef Zero, and COLLAB, among others.
“In 2024 we launched 118 different SKUs, which is a remarkable achievement,” Leigh added.
“Now that we have a strong line-up, any new product launches are a lot more specific and calculated.
“It’s now a case of what we’re missing and what can take the brand into new sectors. COLLAB is an excellent daily health product and represents everything about the brand: innovative, effective and affordable.
“Our Beef protein is different because we’ve added essential amino acids, and most (competitors) don’t contain all nine.
“Let’s not get started on Naughty Boy ESCO. I believe the two new flavours will be the best-tasting bars on the market.”
The Dubai Muscle Show takes place between 24–26 October at the Dubai Exhibition Centre. Naughty Boy will join over 400 brands showcasing their products to more than 40,000 pump-seeking attendees.
Tickets are still available, with the added bonus of being among the first to sample the new Naughty Boy ESCO flavours now included in the price.
For UK-based fans, the bars are expected to land on the website shortly after.
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