PowerBar Updates Range for Today's Athletes

08 Apr 2016 --- PowerBar, the original energy bar brand, is undergoing a massive relaunch, which includes new products with refreshed packaging.

The company has pledged to athletes worldwide that it is “back and ready to power and inspire the athlete in everyone once again.”

New bars, shakes and energy foods are being developed to meet evolving nutrition needs.

A redesigned website will also 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 earlier this year. 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.

The brand's first advertising campaign in recent years is set to launch this month. The campaign will demonstrate the brand's new outlook and show that PowerBar is no longer exclusively for the marathoner or triathlete. Instead, they claim that 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," says Doug Cornille, PowerBar Vice President of Marketing.

"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. As you'll soon hear, 'Welcome to the new us.'"

2016 New Products – The PowerBar Remix:
The new products are designed to meet the energy needs of all athletes with improved ingredients, flavors and textures.

They include:

PowerBar Protein Shakes: Made with 30 grams of high quality protein, 2 grams of sugar and 160 calories. They help rebuild muscle, replace a meal or can be used as a healthy and great tasting snack on the go. Available in Chocolate and Vanilla flavors.

Reduced Sugar PowerBar ProteinPlus 20g bars: Made with 20 grams of high quality protein, 3 grams of sugar and 200 calories, these bars can be used after a workout or as a satisfying snack throughout the day. Available in flavorful Lemon Poppy Seed or Chocolate Peanut Butter flavors.

PowerBar Simple Fruit Energy Food: Made with a welcome dose of real fruit and MAXENERGY* blend for fast energy to muscles while exercising, these delicious gel purees are gluten free and 100 calories. Available in Apple Mixed Berry, Apple Pear Raspberry, and Apple Orange Lemon.

    *A 2:1 glucose to fructose blend found to deliver 20-50% more energy to muscles than glucose alone and improve endurance performance by 8%