UK protein bar brand Trek has expanded its collaboration with Biscoff to launch a new Biscoff Protein Flapjack.

The launch follows hot on the heels of Trek Power Biscoff, launched last year. According to Circana research, Trek Power Biscoff was 2024’s top new launch in the Cereal & Sports Nutrition Bars category, achieving £3.9 million in sales so far.

The new Biscoff Protein Flapjack combines the classic Trek oat flapjack, containing 9g of plant protein, with a thick and creamy layer of Biscoff topping. To cater to at-home and on-the-go occasions, it will be available as a 50g single bar as well as a 3x50g multipack.

Alice Boardman, marketing manager at Trek, said: “Our Power range, which provides shoppers with 15g of protein per bar, is incredibly popular, but even more so are our Flapjacks – which remain our core sales driver, delivering strong growth of nearly +£1m YoY”.

“Like with the rest of the Flapjacks portfolio, Trek Biscoff Protein Flapjacks provide 9g of natural protein energy, and are a source of fibre, keeping consumers satisfied between meals – all with Trek’s signature great taste.”

Trek Biscoff Protein Flapjack launches nationwide on 5 February in Sainsbury’s, rolling out in additional retailers from April.

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