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Vitafoods and PLMA: SternLife focuses on enjoyable protein bars
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Tuesday, 01 April, 2025, 15 : 00 PM [IST]
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Norderstedt, Germany
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At Vitafoods in Barcelona and PLMA in Amsterdam, the new ‘Better Snacking’ range will take centre stage at SternLife. The high protein bars offer a special flavour experience and at the same time indulge without remorse. It will also be presenting light, refreshing alternatives to creamy protein shakes. Visitors to Vitafoods at stand 3G122 and PLMA at stand 1.A39 can experience these special moments of indulgence for themselves.
In Germany alone, the market for protein and energy bars grew by 19 per cent last year. According to experts, this positive trend is set to continue. The company is providing an impetus for this with its new ‘Better Snacking’ range. The high protein bars are based on classic confectionery and therefore emphasise indulgence. This clearly distinguishes them from conventional protein bars.
Hans-Christian Seidel, business development manager, said, “The bars appeal to a broader target group with their extraordinary flavour experiences. In addition to athletes, it is primarily lifestyle customers who like to indulge in sweet snacks without feeling guilty. With its reduced sugar and high protein content, the new range of bars fulfils one of the current top trends in the snack market: indulgence without remorse. This makes it the door opener for new mainstream customers. Manufacturers of sports nutrition can benefit from this, as can lifestyle brands, classic confectionery ranges and retailers' own brands. Customisation to the respective brand profile is possible without any problems.”
The ‘Better Snacking’ range includes the Choc Core bar with 25 per cent protein content. With its crunchy bite thanks to the solid protein chocolate core, the bar is uniquely positioned in the market and a successful example of the Top Ten Trend 2025 from Innova Market Insights: Tradition reinterpreted. Full of marzipan indulgence without added sugar, but with a creamy nougat filling: with the Marzipan Nougat Fusion bar, it presents a traditional combination from the confectionery segment as a nutrition bar with 20 per cent protein. The Pure Hazelnut Choco Bar with 20 per cent protein also promises pure indulgence.
The clean label product also impresses with its short list of ingredients. Sprinkled with large, crunchy peanut halves in combination with a fine caramel cream, the Deluxe BIG Peanut bar has a particularly high protein content of 35 per cent.
Organic, vegan, rich in protein (21%) and fibre but with 30% less sugar - the Vegan Bio Deluxe Raspberry Vanilla Bar clearly focuses on indulgence. The intense, fruity raspberry filling cream based on organic raspberry powder is one of the reasons for this. The company has already experienced a very positive response to the bar at Biofach 2025 in Nuremberg.
Antje Wetzel, head of product development, said, “We are setting new standards in the organic segment with this development. The multi-layer Deluxe bar not only impresses with its taste and texture, it also scores points with its protein and fibre-rich nutritional profile.”
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