US protein snacks brand Lenny & Larry’s has expanded into a new category with the introduction of a plant-based protein bar inspired by its signature cookies.

The Complete Cookie-fied Bar is described as a soft, chewy bar topped with the brand’s signature cookie pieces and comes in two flavours: Peanut Butter Chocolate Chip and Chocolate Almond Sea Salt. A third Cookies & Crème flavour will launch in the autumn.

Each gluten-free bar features 12g of plant-based protein, 6g of sugar and 5g of prebiotic fibre.

The Complete Cookie-fied Bar marks the brand’s entry into the protein bar category and joins Lenny & Larry’s portfolio of cookie products including The Complete Cookie, The Complete Crunchy Cookies, The Keto Cookie and The BOSS! Cookie.

“As the originators of the protein cookie, we see many things with cookie eyes, and we saw the bar category needed something more unique,” said Lenny & Larry’s CEO, Jolie Weber.

“Lenny & Larry’s fans love our cookies for their delicious flavour and more nutritious profile, so now we’re bringing them a cookie in a bar. Just as important, it’s on-trend with consumer desires for plant-based protein and lower sugar.”

The Chocolate Almond Sea Salt and Peanut Butter Chocolate Chip Complete Cookie-fied Bars are available now online and at 7-Eleven stores, with a further roll out planned nationwide. Each bar has an RRP of $1.99.

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