Prime Bar beef protein snacks gain supermarket listings

Prime Bar has gained major supermarket listings in the UK for its 100% British bred, grass-fed savoury protein snacks, debuting in Marks and Spencer, Ocado, Selfridges and retail wholesalers this December.

Available in three flavours – Smokey & BBQ, Fruity & Flavoursome and Sweet & Spicy –  the founders of Prime Bar wanted to use meat’s natural protein to provide a “minimally processed beef-based alternative to the overtly processed/sugary sweet treats currently available in the protein snack space with their sickly sweet nature, empty calories and artificial nasties”.

Prime Bar co-founder, Freddie Gore Browne said: ‘Prime Bar came about as a result of two best friends and frustrated endurance sports enthusiasts feeling despondent every time we peered deep into the darkest recesses of our ruck sacks only to be greeted by the grim reality of unpalatable sports gels & sugary sweet treats.”

Initially flourishing in outdoorsy outlets like Sigma, Wiggle & Chain Reaction Cycles, Prime Bar was featured in Sainsbury’s Future Brands campaign in summer 2019. The resulting 60+ store trial provided the perfect platform for securing invaluable end consumer feedback.

“We’re indebted to our Sainsbury’s friends,” said Freddie. “Exposure to well-informed supermarket consumers quickly confirmed that we only needed to make a couple of ‘easy win’ tweaks (packaging & recipe) to kick-start a major momentum shift in our fortunes.”

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