nākd. challenges chocolate dominance with protein cherry

nākd. has announced the expansion of its functional snacking range with the launch of nākd. Protein Cherry to disrupt a protein bar category currently saturated with chocolate and caramel,

As the UK’s seventh-largest cereal bar brand, nākd. is pivoting toward fruit-forward innovation to capture a growing demographic of health-conscious shoppers who are fatigued by traditional confectionery-style protein snacks.

The new bar combines the brand’s signature “wholefood” philosophy with a functional boost, designed to bridge the gap between everyday snacking and high-performance nutrition.

While the functional health bar market is currently at an all-time high, the “cereal bar fixture” has largely been dominated by indulgent, dessert-inspired profiles. nākd. Protein Cherry seeks to change that narrative by offering a lighter, tart alternative that relies on the natural power of fruit.

The bar is crafted with 100% natural ingredients, is cold-pressed to preserve nutritional integrity, and contains 6g of plant-based protein. True to the brand’s “clean label” heritage, the product contains no added sugar and is fully HFSS (High Fat, Sugar, Salt) compliant, making it an attractive option for retailers navigating strict UK health regulations.

The launch is backed by impressive fiscal performance. The nākd. brand is currently worth £40.8m, growing at nearly 10% year-on-year. Within that portfolio, the nākd. Protein sub-range has emerged as a powerhouse, valued at over £9.6m and surging by 25% annually.

“Shoppers no longer want function alone—they’re after snacks that deliver great taste, feel natural, and fit easily into their busy lives,” says Jo Agnew, marketing director at Lotus Natural Foods. “With so much of the fixture focused on chocolate and caramel, there’s a clear appetite for something a little different. Cherry is a flavour shoppers already love, and it brings a lighter, fruity option into the range.”

The Cherry variant joins the existing line-up of Cocoa Hazelnut, Peanut Butter, and Caramel, providing a more diverse palate for the “less-processed” snacking movement. By focusing on simple ingredients, nākd. is positioning itself to win over “everyday” snackers who might be intimidated by traditional, highly processed sports nutrition bars.