Vieve Protein Water is broadening its horizons with a brand new range of functional, guilt-free protein bars.
Best known for its collagen-powered bottles and protein powder, the brand’s first foray into solids will be led by three innovative flavours, each bursting with protein and fibre.
Coconut Crunch, Strawberry Blondie, and a Dubai chocolate-inspired Pistachio Punch make up the boundary-pushing launch menu.
Each bar features real pieces of coconut, strawberry, or pistachio, delivering an authentic crunch and flavour profile.
Vieve Protein Water founder and CEO, Rafael Rozenson, described the new products as “protein bars that refuse to taste like protein bars.”
Despite bucking convention on the flavour front, the bars still boast an impressive nutrition panel.
Each bar delivers 15g of complete protein from milk and soy, a maximum of 1.8g of sugar, and 160 calories or less.
There’s also a standout fibre content of 12g, thanks to ingredients such as polydextrose, chicory root extract, nut pieces, and cocoa powder.
These functional fibres mean each bar provides around a third of the daily recommended intake, giving Vieve a point of difference as it moves into a new category.
Vieve Protein Water Takes Its Functional Focus Into Food
“Launching into the healthy snacking sector is a completely new venture for us, and part of an ongoing brand expansion project,” Rozenson told International Snacks.
“Since 2018, we have focused on functional hydration for busy people with our protein water; however, we now see our new protein bars as a great complimentary product for health conscious individuals.
“These new bars are also designed for those on GLP-1, following research that has shown that 50% of our customers use our products as part of a weight loss regime.”
Vieve’s protein bars will be available in boxes of 12 via the brand’s website, competitively priced at £22.99.
They will also roll out to retailers nationwide, with an RRP of £2.49 per 44g bar.
“We are really excited to launch these products as they really are unlike anything else seen in the category,” Rozenson continued.
“We’ve focused on unusual flavours and our Pistachio variant is inspired by the Dubai chocolate craze, but with that extra protein and fibre hit.
“Added fibre has been an important part of our NPD with this launch; so many consumers don’t get enough fibre.
“Upping fibre levels in our protein bars was vital, and we’ve created something that contains a third of the daily requirement!
“Finally, keeping them low in sugar was also a priority to fit with health goals.”
Pre-orders are open now on Vieve Protein Water’s website, with a generous discount available for early customers.
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