Grenade has officially entered the United States market, introducing its flagship protein bar range to North American retail and digital channels.
The initial US commercial rollout features a four-flavour product portfolio, including co-branded OREO variants, formulated to deliver 20 grams of protein and 1 gram of sugar per bar. The market entry marks a key milestone in the company's international expansion strategy following established distribution across Europe, Australia, and Canada.
US Market Demand
The expansion into North America arrives as protein bars continue to outpace broader category performance, growing at four times the rate of total protein snacks in the United States to become the fastest-growing segment in the US snack sector.
Market data cited by the brand indicates that 85 per cent of US consumers are actively seeking to increase their daily protein intake, creating commercial opportunities for functional food manufacturers offering low-sugar, high-protein formulations.
Alan Barratt, Co-Founder of Grenade, stated that the brand was developed to combine functional nutrition with indulgent flavour profiles, adding that expanding presence in the US allows the business to deliver its high-protein lineup to new consumer demographics.
Product Lineup and Co-Branded Formulations
The US market entry debuts with four distinct SKU variations engineered to balance macronutrient parameters with confectionery-style taste profiles.
The initial US flavour portfolio includes:
🍪 OREO: A high-protein bar combining cocoa-flavoured dough, cream layers, and real OREO cookie pieces, encased in milk chocolate and containing 20g of protein and 1g of sugar.
⚪ OREO White: A white chocolate-coated line extension combining real OREO cookie inclusions with vanilla cream layers, delivering 20g of protein and 1g of sugar.
🍫 Caramel Salted: A sweet-and-salty protein bar variant featuring layered caramel, crisp crispies, and a milk chocolate coating.
🥜 Peanut Nutter: A nut-forward protein bar formulation combining roasted peanut pieces, caramel, and chocolate.
Athlete Partnerships and Footprint
To support its US brand launch and drive sports marketing engagement, Grenade has secured endorsement agreements with several professional athletes:
Tom Aspinall: UFC Heavyweight Champion representing combat sports channels.
Arielle Loewen: Five-time CrossFit Games athlete driving functional fitness visibility.
Aimee Cringle: 2026 CrossFit Women's Champion engaging active fitness communities.
Cornelious "DIME" Brown IV: Collegiate football quarterback at Alabama A&M University supporting collegiate athletic touchpoints.
The US deployment builds upon Grenade's corporate growth following its acquisition by Mondelēz International, providing the enterprise with additional distribution scale, manufacturing infrastructure, and cross-brand licensing capabilities to expand its functional nutrition portfolio across global markets.
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