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.
© FoodBev Media Ltd 2024
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry. Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial
Your privacy We use small files known as ‘cookies’ to enhance your experience of the FoodBev website and analyse site-traffic. Read about how we use cookies or how you may control them in our updated privacy policy and cookie policy. If you continue to use this site, you consent to our use of cookies. Click the ‘OKAY‘ button at the top right of this panel to accept or click here for more information.