Bio&Me targets under-served female snacker market

Bio&Me, the UK’s fastest-growing gut health brand, is significantly expanding its footprint in the functional food category with the launch of its Daily Boost Fibre + Protein Bars.

The new product line is specifically engineered to meet the demand for convenient, healthy snacking, particularly among female consumers who currently lack appealing, non-male-oriented options that deliver both protein and fibre.

Founded by Dr Megan Rossi, The Gut Health Doctor, Bio&Me developed the bars to actively address the shortcomings of traditional protein bars — many of which contain high levels of added sugar, artificial sweeteners, or other ingredients flagged as ultra-processed foods (UPFs).

Elevating the protein bar standard
Available in blueberry and cocoa variants, each 40g bar is formulated to maximise nutritional quality and gut health principles:

• Dual nutrient delivery: each bar provides 9g of protein along with a significant fibre boost.
• Diverse ingredients: the bars contain 10 deliciously diverse plant-based ingredients, including wholegrain oats, dates, pumpkin seeds, carrots, and extra virgin olive oil.
• Low sugar: with just 5.2g (Cocoa) and 6.3g (Blueberry) of naturally occurring sugars, the bars stand in stark contrast to competitor products that can contain up to 30% sugar.
• Clean label: the products are HFSS-compliant, gluten-free, and contain no artificial ingredients, sweeteners, or palm fat, aligning with consumer desires to limit UPFs.

Dr. Rossi emphasised the product philosophy: “We’ve worked hard on development to elevate the health standard of protein bars. We’re bringing the protein:fibre index into the spotlight. This is something I studied in my PhD as being a key predictor of health outcomes, as opposed to isolated nutrients.”

Addressing an unmet market need
The move is strategically aimed at Bio&Me’s core shopper — women aged 35–45 who buy for both themselves and their families.

Jon Walsh, Bio&Me co-founder and CEO, noted the gap in the market: “The protein space has historically been dominated by male-oriented, sports-led brands that aren’t always great for your gut health. With these new bars, we’re cleaning up the protein bar aisle. The result is a credible, convenient snack that ticks both protein and fibre boxes, without compromising on taste.”

The launch builds on the brand’s previous success in the protein space (following its Protein Porridge Pots launch) and taps into the fast-growing protein bar category, currently valued at £66.4 million and growing at +22.7% in value.

The Daily Boost Fibre + Protein Bars will roll out into Tesco stores starting October 13th, followed by Waitrose and Holland & Barrett later in the year (RRP £3.35 for a 3-pack). The launch follows a strong year for the Chester-based company, which has surpassed £20 million in retail sales, representing 77% year-on-year growth.