Grenade Targets Easter Confectionery Market with Creme Egg Flavour

Grenade, the performance nutrition brand, has announced the expansion of its Canadian portfolio with a seasonal limited-time offering (LTO). Launching in early February, the brand is introducing a Creme Egg–inspired protein bar, strategically timed to capture the high-volume Easter trading period usually dominated by traditional confectionery.

This launch represents a significant technical development for the manufacturer. For the first time, Grenade has engineered a bar featuring a "rich, gooey protein-filled core" designed to mimic the texture of the iconic Easter treat. This is encased in their softest protein dough to date and a thick milk chocolate coating.

Performance Nutrition vs. Confectionery

The release highlights the continued convergence of the health food and confectionery categories. By replicating the sensory experience of a high-sugar treat while maintaining a nutritional profile of 14g of protein and low sugar, Grenade is targeting the "healthy indulgence" demographic.

Alex Perry, North America General Manager at Grenade, commented on the R&D focus: "This bar combines everything our fans love—incredible taste, texture and innovation—while still delivering the functional benefits they expect from us. At Grenade, our ambition is always to raise expectations."

Market Availability and Distribution

The new SKU is a strategic play to drive incrementally during the pre-Easter window. It will be available nationally across Canada for a limited time.

Retail Partners:

Amazon (E-commerce)
Popeye's Supplements (Speciality Retail)
Selected speciality nutrition retailers

This release builds on Grenade's track record of high-profile flavour collaborations and texture innovations, joining a portfolio that includes the successful Grenade OREO collaboration. The Creme Egg-inspired bar sits within the brand's standard nutritional guardrails (high protein, low sugar, <250 calories), ensuring it remains compliant with the requirements of active lifestyle consumers while appealing to mass-market taste preferences.