Functional hydration specialist Vievé has announced a major strategic pivot, entering the healthy snacking market with the launch of a new range of high-protein, low-sugar bars.
Since its inception in 2018, the brand has focused exclusively on protein waters. This launch marks a significant portfolio expansion, positioning Vievé as a holistic lifestyle brand catering to active consumers and weight-management demographics.
Nutritional Architecture and Formulation
The new range is engineered to deliver a robust macronutrient profile while adhering to strict caloric limits. Each 45g bar contains 15g of protein and a significant 12g of fibre—delivering approximately one-third of the recommended daily fibre intake.
Key Product Specifications:
Caloric Density: Fewer than 160 calories per bar.
Clean Label: Gluten-free with no added sugar.
Dietary Focus: Specifically designed to support satiety, making them suitable for consumers using GLP-1 weight loss medications.
Flavour Innovation: Tapping into Trends
Vievé has bypassed standard chocolate/vanilla profiles in favour of trending and textural combinations.
🥜 Pistachio Punch: Inspired by the viral "Dubai chocolate" trend, featuring real pistachio and nut pieces.
🍓 Strawberry Blondie: Combines real strawberry inclusions with a white chocolate coating.
🥥 Coconut Crunch: A tropical profile incorporating real shredded coconut.
Rafael Rozenson, Founder and CEO of Vievé, framed the launch as a data-driven decision based on consumer usage patterns. Internal research indicated that 50% of the brand's customer base utilises its products as part of a weight loss regime.
"Since 2018 we have focused on functional hydration for busy people with our protein water, but we now see protein bars as a complementary product for health-conscious individuals. These bars are also designed for those using GLP-1 medication," Rozenson stated.
He added that fibre content was a critical R&D priority: "Added fibre was a key priority, as many consumers don’t get enough in their diet... Keeping sugar levels low was also essential to support health goals."
Commercial Availability
The bars are packaged in a compact format optimised for impulse purchases and meal deal integrations. The range is available to retailers nationwide immediately.
Pricing: Recommended Retail Price (RRP) of £2.49.
