The protein bar craze is real.
Now, I’ve been in this industry a while, and this really is a fitness fad that has boomed into the mainstream. What began as a specialist product, only available from health stores, is now being seized by every commercial brand.
When protein bars first came on the scene they were dry, low-calorie blocks with a dense, chewy texture. They were high in fibre and protein of course, but they were also packed with artificial sweeteners and weren’t exactly tasty for it. They were only eaten by body builders and fitness fanatics because they needed them, not because they were good to eat.
Fast-forward 10 years to now and you can pick up a protein bar anywhere.