• Product: Trek Power Biscoff
• Supplier: Natural Balance Foods
• RRP: TBC
• Available: Now

Protein snack brand Trek has launched a collaborative variant with Lotus Biscoff as part of its Power range.

Trek Power Biscoff is a 55g bar of plant-based protein coated in a vegan chocolate alternative and filled with a layer of Biscoff spread.

The new flavour, which Trek is calling its biggest launch to date, comes as Trek is growing by 20.4% and increasing its retail sales value by £4.6m year on year.

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It is also a response to growing customer demand for a Biscoff-flavoured protein bar, according to Natural Balance Foods senior brand manager Alice Boardman.

We have seen a surge in demand from consumers on social media calling out for a Biscoff innovation in the protein space and we’re proud to be the ones to deliver this,” Boardman said. “The launch combines the love and awareness of the iconic Biscoff brand, with the prevailing trend of protein, wrapped up in a vegan, 100% plant-based bar from Trek.”

The launch is being supported by Trek’s biggest ever marketing campaign, across paid digital media, influencer marketing, sampling and its partnership with Saracens Rugby Club.

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