The UK’s Biggest Protein Bar Is Coming To The US

I know I never shut up about it, but I’m British, and today, I actually have reason to discuss it. The UK protein bar market is, as you might expect, smaller than that of the US, but we still have a fair few domestic options to choose from – and while we can get US-made protein bars over here, they’re slightly rarer. Likewise, UK-made protein bars in the States can be harder to come by, but that’s about to change, thanks to my country’s biggest protein bar maker making a play for the US market.

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It’s the British Invasion, protein-style. Here’s what you need to know. 

Grenade Protein Bars: Coming Soon To A Store Near You

Grenade, the UK’s best-selling protein bar brand, announced yesterday that it’s officially launching in the United States. Grenade was founded in 2010 by a husband-and-wife team with a £500 loan, and in the 15-odd years since, the brand has grown to have a mammoth influence in the health and wellness food space: It’s not just available (and popular) in the UK, but in Europe, Australia, and Canada. 

Its expansion to the US, though, marks perhaps its biggest move yet, and even the most casual observer of the food market can see that it’s a good time for the brand to be making a push for an American customer base. We’re still all talking about protein, and as Grenade notes in its press release, protein bars are growing at quadruple the rate of other protein snacks in the US, while the vast majority of consumers are looking to increase their protein levels (even if they may not need it). “We know today’s consumers want products that deliver on both taste and function, and that’s exactly what Grenade was built for,” says Grenade’s co-founder. “As we continue to grow our presence in the U.S., we’re excited to bring more consumers the bold flavors, high-protein nutrition and unapologetic attitude that have made Grenade a favorite with fans around the world.”

When? Where? What Flavors?

Grenade’s initial launch is limited to a few avenues and outlets: Online, you can find the bars on Amazon and Bodybuilding.com, and you can also find them in GNC and The Vitamin Shoppe. Grenade is planning a wider-scale expansion of its bars, though, and in the coming months, you could well be finding them in convenience stores, supermarkets, and gyms. 

As for what you can get, Grenade’s launching with four flavors, including its Oreo and Oreo White protein bars. And are they worth it, I hear you cry? Honestly…Grenade bars taste like other protein bars. I’ve had a fair few in my time, and they’re pretty decent: They have a great chewiness and a candy-like texture, but they’re very sweet, in that slightly artificial way (they’re low-sugar bars). If you like protein bars, you’ll probably enjoy them; if you hate them, these will do nothing to convince you otherwise.