Natural Balance Foods’ Trek snack bar brand has been named the official snack bar partner of Saracens Rugby Club.

The supplier hopes the partnership will broaden the brand’s appeal to rugby enthusiasts. Trek branding will appear on the back of the team’s shorts and across matchday social media content.

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According to IRI, Trek is the UK’s number-one plant-based protein bar brand. In 2022, its retail sales value rose to £23.3m, 26.4% annual growth.

In the overall market, protein variants added £25m to the UK snack bar market in 2022, and this is expected to increase by 6.2% by 2028.

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