SternLife focuses on fitness with indulgent bars and hydrating protein drinks

At this year’s Vitafoods Europe trade show in Barcelona, Spain, the German private label specialist SternLife showcased its latest lifestyle and sports nutrition innovations. The company introduced its new ‘Better Snacking’ range of high-protein bars and unveiled refreshing protein drink powders as lighter alternatives to traditional shakes.

The company developed the new range of bars in response to rising demand for products that blend indulgence with functionality and to reach a broader audience by combining confectionery-style taste with high nutritional value. The bars target not only athletes but also lifestyle-conscious consumers looking for guilt-free sweet treats.

“We’re combining traditional snacks and sweets with the advantages of functional food,” Hans-Christian Seidel, the business development manager for SternLife, tells Nutrition Insight. “We aim to reduce the negative aspects of conventional snacking — like ultra-processed ingredients — to reduce the less desirable components.”

“We’re merging indulgence with the same appeal you get from confectionery. We’ve got high-protein, low-sugar products that come together to create snack-like experiences.”

Innovative flavors and combinations

Seidel reveals that each bar is formulated to offer a specific experience. The Choc Core Bar features a solid chocolate protein core with 25% protein, and the Marzipan Nougat Fusion Bar combines nostalgic flavors with 20% protein and no added sugar. Meanwhile, he says that the Pure Hazelnut Choco Bar — with its short ingredient list and 20% protein — appeals to clean label seekers.

SternLife also introduced the Deluxe Big Peanut Bar with 35% protein and the Vegan Bio Deluxe Raspberry Vanilla Bar, which is certified organic and contains 21% protein and 30% less sugar.

“This showcases that we can appeal not just to athletes or sporty consumers but also to more mainstream audiences,” Seidel explains. “We thought about beloved classic flavors — tastes that connect people to comforting traditions.”

“This is based on studies. For example, we refer to Innova Market Insights and similar resources that list the top trends in flavor and texture. That gives us a broader view and ensures we’re not just relying on gut feeling.”Hans-Christian Seidel, the business development manager for SternLife.

Clean label and organic innovations

Seidel highlights that the Pure bars have very few ingredients and utilize a date paste for natural sweetness. This means that no flavor masking is needed, and the bars “combine indulgence with simplicity.”

“The real innovation in our organic Deluxe bar is that it not only allows for a ‘high in protein’ claim at 21%, but it is also a ‘high in fiber’ claim,” he explains. “We can produce a multi-layer organic bar with a creamy filling and nearly the same texture as a conventional bar.” 

“This overcomes a main difficulty we faced over the last year, and we see that it is still a really difficult area in the market.”

Hydrating and “protein-rich” beverage solutions

Alongside the snacking range, SternLife introduced a new series of protein-rich beverage powders aimed at consumers seeking lighter, more hydrating options. Based on high-quality pea protein, Seidel says the drinks offer a complete amino acid profile and are available in flavors like cherry cola with lemon.

The company also unveiled flavored electrolyte powders designed to support hydration, energy metabolism, and muscle function — further expanding its offerings for the active and wellness-focused consumer.

“Consumers — especially sporty ones — are looking for alternatives to milk-based shakes during warmer months,” says Seidel. “Clear protein drinks are more refreshing but still provide comparable protein content.”SternLife’s new range of bars were on display at the recent trade show.

Moreover, he notes that traditional shakes are commonly associated with weight control, but clear protein drinks offer greater flexibility since they can be utilized during workouts without making the consumer feel overly heavy or full.

“We offer flavors like Cherry and Fizzy Cola, which feel familiar and enjoyable while still being protein-rich,” Seidel underscores. “We’re not just targeting the typical sports nutrition consumer — these drinks appeal to active individuals and even to those who just want a tastier, functional option.”

Future focuses

Seidel spotlights that SternLife is positioning itself strongly in the market through the strength of its development center in Northern Germany and through close collaboration within the Stern-Wywiol Group. He also says the company’s R&D teams work closely together, regularly exchanging insights on market trends, innovations, and new ingredients.

“That collaboration is a major pillar of our growth,” Seidel concludes. “We also draw on over 20 years of market experience, and we’ve co-developed products with our colleagues from SternVitamin, focusing on micronutrients and combining our deep experience with continuous innovation.”