The Carb Killa range is now available in the retailer’s ‘Food on the Move’ section of 984 stores across the country, including Food Hall and Travel locations. It followed the launch of the range in 150 M&S stores at the end of last month.
Initially stocked in two flavours, Jaffa Quake and Peanut Nutter, M&S will expand the range to include a third flavour – Cookie Dough – and introduce both on-shelf and off-shelf point-of-sale, seasonal flavour options and targeted sampling campaigns.
‘An exciting step forward’
Commenting on the launch, Grenade co-founder and chief marketing officer Juliet Barratt said: “We are delighted to be working with M&S and see it as an exciting step forward for us. We look forward to working with them as a team, driving sales to the next level and continuing to grow our brand.
“Sales in the first two weeks have been outstanding, and we look forward to seeing the further growth of the active nutrition and protein sector in established multinational retailers like M&S.”
Founded in 2010 with an initial focus on sports nutrition products, Grenade has grown to become one of the best-selling brands in the sports nutrition market.
The firm, which has manufacturing bases in the UK and internationally, launched the Carb Killa range in 2015 and has sold more than 70 million units globally.
‘Gaining prominence’
“High-protein bars and drinks are gaining prominence across mainstream channels,” said Barratt.
“With the growing understanding of the importance of nutrition as part of a healthy lifestyle, an increased understanding of the benefits of protein and the demand for low-sugar alternatives, Grenade bars and shakes tick all the boxes.”
Grenade was sold to private equity firm Lion Capital in 2017, in a deal that valued the business at £72m.