Weetabix‘s recently acquired protein brand Ufit is expanding beyond drinks with the launch of its first dessert range.

The range is launching in Creamy Caramel and Double Chocolate varieties, both available in 250g pots at an RRP of £2. Each variety contains 25g of protein per pot, with no added sugar.

They will be available to wholesale later this year following launches in Morrisons this month and Asda on 24 July.

According to the supplier, the launch caters to increasing customer demand for food and drink which help to optimise performance throughout the day, of which added-protein products are a large part. According to Statista, the global protein ingredients market is set to grow to almost £90bn by 2030.

This growth means protein products are now more accessible to everyday consumers, instead of just being aimed at athletes and gymgoers.

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Since its acquisition by Weetabix last year, Ufit’s sales have increased by 216% annually, according to the brand’s managing director, Austin Bailey. “Our goal is to help people get more out of every day, that’s what has motivated us at Ufit since the brand was born in 2014,” he said.

“We strive to push the boundaries through continuous innovation with the aim of combining market leading nutrition with market leading taste, and our protein puddings are just the latest example of that.”

Terry Adams, marketing director at Ufit, added: “Being able to offer our consistent 25g protein offering in a completely new format to our loyal customer base is a big landmark for Ufit. 

“We didn’t want to be entering this highly competitive market with ‘just another protein pudding’, we wanted to showcase ourselves as the disrupter and market leader we are. Two genuinely delicious flavours and high protein offering in generous servings does exactly that.”

The supplier will support the launch with outdoor advertising and influencer activity across social media.

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