CHICAGO — Mondelez International, Inc. is introducing its Grenade brand of protein bars in the United States. Grenade products initially will be available at Amazon.com, GNC, The Vitamin Shoppe and Bodybuilding.com with plans to expand retail distribution later this year.
“We know today’s consumers want products that deliver on both taste and function, and that’s exactly what Grenade was built for,” said Alan Barratt, co-founder. “As we continue to grow our presence in the US, 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.”
Grenade bars feature 20 grams of protein and 1 gram of sugar. The US launch will feature four flavors, including a collaboration with Mondelez’s Oreo brand, the company said.
Grenade was founded in the United Kingdom in 2010 by Alan and Juliet Barratt. Mondelez International acquired the business in 2021.
In an interview with Food Business News earlier this year, Dirk Van de Put, Mondelez International’s chairman and chief executive officer, identified the company’s bar business as a growth opportunity.
“It’s not just in the US, but it’s also in the rest of the world,” he said this past February. “We have a bar in the UK called Grenade, a very good tasting protein bar that probably would beat anything in the US market. I think that is going to be the one that for us is going to be giving the biggest growth.”
Other bar brands in Mondelez’s portfolio include Perfect Bar, Hu and Clif.
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