Cadbury is expanding its protein single offer following last year’s launch of Boost+ Protein with a peanut variant. Building on the Boost+ Protein recipe loved by consumers, Boost+ Protein Peanut has the same combination of chewy caramel and protein crisps enrobed in delicious Cadbury chocolate with peanuts for an added crunch.


In line with Boost+ Protein original, the 49g bars contain 12g of protein – four times more protein and 32% less sugar per 100g than standard Boost bars – with no compromise on taste.


Cadbury’s Boost+ Protein range presents a great opportunity for retailers to drive chocolate singles category penetration by attracting new or lapsed consumers looking for Better For You snacking choices, and driving frequency and trade up amongst existing category consumers


The bar, available to order from 11th March, aims to tap into the growing protein market. The protein bar market is worth £51m[i] and growing by 54% YOY[ii]. Growth is being driven by taste-led lifestyle-based consumers looking for ways to boost energy and balance their diet[iii].


Claire Low, Associate Marketing Director for Countlines at Mondelez said: “There is a real consumer need for protein bars that deliver on taste, which is why we launched Boost+ Protein last year. Taste is the No. 1 driver of purchase for the chocolate category[iv]. We know that 83% of protein-interested consumers will not sacrifice on taste[v]. Boost+ Protein Peanut continues to deliver on the enjoyment that consumers expect from the nation’s No. 1 chocolate brand, with the added benefit of protein.”


“We have built on the strong base we have with Boost+ Protein original recipe, which was well received in consumer tests against competitors, to launch a tasty peanut offer. Peanut is the second best-selling protein bar flavour after chocolate[vi], so a peanut variant is the right extension to our Protein range offering consumers choice of flavours and textures under the Cadbury Boost brand,” added Low.


The Boost+ Protein range will be supported by an OOH, digital and PR campaign. Bespoke in-store PoS materials will drive visibility in store.


Retailers should stock the two new Boost + Protein flavours next to other chocolate protein confectionery offers or, if they don’t stock other Protein chocolate offers, next to chocolate singles and duos, to make themselves a destination store for contemporary Better For You snacking offers.


What does this mean to the retailer?

  • At RRP £1.49, Boost + Protein Peanut offers 2.3x cash margin v. standard singles (at 65p RRP)
  • Site next to other protein confectionery offers or adjacent to chocolate singles and duos to encourage trading up
  • OOH, Digital and PR campaign across Boost + Protein range including bespoke in-store support for new peanut launch

[i] The Nielsen Company EPOS Sales MAT w/e 2.12.17

[ii] The Nielsen Company EPOS Sales MAT w/e 2.12.17

[iii] The Nielsen Company EPOS Sales MAT w/e 2.12.17

[iv] The Nielsen Company EPOS Sales MAT w/e 2.12.17

[v] Global Shopper Views on Protein 2015

[vi] Kantar TNS Chocolate Needscope 2017

Author: kimbarnard

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