Content supplied by Kruger UK:
Maximuscle have created a brand new line of high protein, low sugar bars that ticks all of the boxes for the consumer. They’re lower priced and easier than ever to order with the launch of their brand new business to business app and website.
Increasingly and more than ever, consumers are conscious of the benefits of a healthy lifestyle and the role of high protein and low sugar within it.
Data shows consumers want 11-15g of protein, low sugar, high fibre and importantly great taste….no sacrifices when it comes to a “healthier snack”.
Consumer insight shows that within the healthy snacking sector, shoppers are looking for variety and choices to fit a diverse market as there is a 50/50 split between male and female purchasers and while the core audience age is 25-44 there are consumers of all age brackets from 16 to 74 with the fastest growth coming from outside the core1
Is there a big increase in demand for healthier snacking?
“76% of Brits took up a new form of exercise in lockdown and 81% intended to keep up the new routines post-Covid”5 With people focusing more on their lifestyle and fitness choices, an increase in sports nutrition is very likely.
With continued working from home measures and the expected trend that this will become the norm for many it is the local convenience store where these healthier snacking options to will be sought out.
What are the traditional barriers to purchase?
Most common answer is cost, average protein bar is £2.50-£3. Maximuscle new bars have an RRP of £2 with a promo price of £1.50
What is different vs the current market?
Many consumers comment that a 55g / 60g bar is too big1 Maximuscles new bars are 45g.
By removing Collagen, Maximuscle bars are suitable for vegetarians. (meat free food market is worth £740m4)
Lower price point means you can include these bars in meal deals and link deals.
What leads to repeat purchase?
Most common answer is taste. Maximuscle bars outrank all leading competitors on taste.2
Why choose Maximuscle as a brand?
We have the highest level of brand awareness in the category. “Quality”, “well established”, “expert”, “powerful & healthy” are all words consumers use to describe Maximuscle 3
- Data from LeverCliff Consumer Panel, April 2020
- Vypr consumer panel, August 2019
- Data from consumer insight Panel Hall & partner Jan 2020
- Mintel Market Data, September 2020
- Nuffield Health Study, May 2020
Maximuscle protein bars are:
- Free from artificial colours
- Free from artificial flavours
- Informed Sport tested
- Suitable for vegetarians
How do Maximuscle bring the range to life:
In store displays with clear messaging to guide your customers. Many consumers are looking for advice about how and when to use these high protein snacks. We can support with messaging round supplementing breakfast or lunch occasions or just as an alternative to that chocolate bar mid-afternoon.
“Low sugar high protein diets can help you lose weight”
“Stay on track with a protein snack”
“High protein diets can help you lower blood pressure and make you feel fuller for longer”.
“Lunch Time link savers – Sandwich, Protein Bar and Drink”
Investment into striking counter top units.
A mixture of products and link deals.
Product mix that gives a stronger £ margin vs standard confectionery.
Opening deals to kick you off:
Buy 3 cases of bars and get one free, plus get a FREE counter top display unit. Offer price: £32.49 (ex vat) for 48 bars and a counter top display unit (pictured opposite)
At RRSP this deal will return £76.80 (after vat) giving you a gross margin of 57%!
How to order with ease:
Follow this link to download their brand new business to business app! Maximuscle have made it easier than ever to try their range. With a few clicks you can have these bars on your shelves without having to meet huge minimum orders. You only need to spend £100 to use the app.
