EMERYVILLE, Calif. -- Without losing sight of its sports heritage, the PowerBar brand is in the midst of a transformation, which includes new products and refreshed packaging. A redesigned website also will accompany a new digital campaign, event activations and athlete sponsorships.
The brand debuted a new protein shake and launched a new line of reduced-sugar protein bars. New Simple Fruit Energy Food, a real fruit puree, will hit stores next to the sports gels in April with additional nutrient-dense foods rolling out in 2016 and beyond.
Showcasing a more approachable personality, the brand's first advertising campaign in recent years is set to launch in April. The campaign will demonstrate the brand's new outlook and show that PowerBar is no longer exclusively for the marathoner or triathlete. Instead, PowerBar is for soccer, football and basketball players, as well as skiers, surfers, kayakers, spin cyclists, cross-trainers, kickboxers, spike ballers, urban parkours and all other active players in the sports world.
"Sports have evolved. Athletes have evolved. And now, after a long slumber, PowerBar has evolved," said Doug Cornille, vice president of marketing for the Emeryville, Calif.-based company. "For a long time, our products did not meet what athletes wanted. We're changing that, and are improving all of our products to meet consumer demands for the right macronutrients, lower sugar, whole food ingredients, easy-to-understand labels and superior taste."
PowerBar has designed the new products to meet the energy needs of all athletes with improved ingredients, flavors and textures.
- PowerBar Protein Shakes: Made with 30 grams of high quality protein, 2 grams of sugar and 160 calories, PowerBar shakes help rebuild muscle, replace a meal or can be used as a healthy snack on the go. Available in Chocolate and Vanilla flavors.
- Reduced Sugar PowerBar ProteinPlus 20g bars: Made with 20 grams of protein, 3 grams of sugar and 200 calories, these bars can be used after a workout or as a snack throughout the day. Available in Lemon Poppy Seed or Chocolate Peanut Butter flavors.
- PowerBar Simple Fruit Energy Food: Made with real fruit and a Maxenergy blend (a 2-to-1 glucose to fructose blend to deliver fast energy to muscles while exercising), these gel purees are gluten-free and 100 calories. Available in Apple Mixed Berry, Apple Pear Raspberry and Apple Orange Lemon.
Founded by Canadian athlete and entrepreneur Brian Maxwell, Nestle acquired PowerBar in 2000. Post Holdings acquired the brand from Nestle in 2014.
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