Post Holdings has added a new range of Clean Whey protein bars and drinks to its PowerBar range as part of a move to relaunch the brand.
The US company said the new products are responding to consumer demand in the US for “cleaner ingredient” products.
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The bars and drinks contain no artificial sweeteners and have two grams of sugar. Post said the bars and drinks contain “high-quality whey protein for sustained energy”.
Research and development vice-president Eric Zaltas said: “Clean foods have risen in popularity over the years as consumers have become more health-conscious and savvy regarding how to power their bodies both on and off the field. PowerBar Clean Whey protein bars and drinks are on-trend with the movement toward removing artificial sweeteners, colours and flavours from foods and utilising high-quality proteins, like the whey protein we use in the Clean Whey product line.”
Post said the line comes amid a complete relaunch of PowerBar as it “unveils a more approachable personality”. The company added: “With ongoing new product launches, PowerBar is reminding all active players in the sports world that its food and beverages offer convenient, nutrient dense and great tasting options.”
PowerBar vice-president of marketing Doug Cornille said earlier this year the company “committed to better understanding our consumer and evolving our food and beverages to re-establish PowerBar as a brand for all athletes, including the many social sport enthusiasts who celebrate the joy and community of sport each week”.
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By GlobalDataCornille said: “Our new Clean Whey product line is just another step in our journey to become more transparent and to power these communities through improved and on trend nutrition.”
