Swedish-born better-for-you confectionery and snacking brand N!CK’S is accelerating its UK growth with a major retail expansion across Morrisons, Ocado, and Sainsbury’s.

The expanded retail footprint complements existing listings in Boots and high-end fitness venues such as Third Space, marking a major milestone in the brand’s UK growth strategy as consumer demand rises for snacks that pair indulgence with functional nutrition.

Bridging confectionery and sports nutrition

N!CK’S is targeting the space between traditional impulse confectionery and functional sports nutrition. Rather than positioning its products purely for workout recovery, the brand aims to make protein snacking an accessible, treat-led part of everyday routines.

At the core of the rollout are N!CK’S protein wafer bars, delivering 10g of protein per 40g bar with no added sugar. The range features five core flavours of chocolate, vanilla, orange chocolate, hazelnut and peanut butter.

Brand origins and global growth momentum

N!CK’S was founded in Sweden in 2013 by Niclas Luthman following a prediabetes diagnosis. Seeking sweet treats that wouldn’t compromise his health, Luthman spent thousands of formulation trials developing recipes without added sugar, establishing a company dedicated to closing the gap between health and indulgence.

That mission has driven rapid international expansion comprising distribution spanning 15 international markets across confectionery, protein bars, ice cream, and sweeteners. The brand has also seen sales growth: non-frozen sales grew by 33% between 2023 and 2025, driven by strong performance in its confectionery and protein bar portfolios.

Expanding out-of-home and fitness presence

Beyond mainstream grocery, N!CK’S is broadening its reach across active lifestyle channels including gym rollout. Joining existing listings at Bannatyne, Fitness First, and Third Space, a nationwide rollout into PureGym is scheduled for December. Its everyday positioning sees it aiming protein snacks at busy, active consumers looking for convenient, guilt-free options throughout the day.

Leadership insights

Commenting on the expansion, Jesper Mathiasson, VP of sales at N!CK’S, noted the UK as an exciting market for N!CK’S, where the new retail partnerships are a major step forward in its ambition to make better-for-you snacking more accessible.

Mathiasson added: “We believe people should never have to choose between a genuinely delicious treat and making more considered food choices. That’s why we put taste at the heart of everything we do, with no added sugar and protein adding to the appeal. We’re here to shake up the category, bring a little more joy to everyday snacking and show consumers that better-for-you can still be seriously indulgent.”