Nākd. is expanding its fast-growing protein portfolio with the launch of Nākd. Protein Cherry, a new fruity variant designed to disrupt a cereal bar fixture dominated by chocolate and caramel flavours.

Rolling out this month, the launch will debut exclusively in Sainsbury's, available as a 45g single bar (RRP £1.38) and a 3 x 45g multipack (RRP £3.30).

The new SKU lands as demand for functional health bars continues to rise, with shoppers seeking convenient, protein-rich formats that align with healthier lifestyles. However, as the category matures, flavour fatigue is becoming increasingly apparent across a fixture heavily skewed towards chocolate and caramel.

Nākd. Protein Cherry aims to capitalise on this gap by introducing a lighter, fruit-forward alternative. The bar delivers 6g of plant-based protein, contains no added sugar and is made with 100% natural ingredients. Like the wider Nākd. portfolio, it is cold-pressed and HFSS-compliant.

The launch builds on significant momentum for Nākd., now the UK’s seventh largest cereal bar brand, worth £40.8m and growing +9.6% year on year.

Protein Cherry joins the existing line-up of Cocoa Hazelnut, Peanut Butter and Caramel, broadening the brand’s appeal while reinforcing its natural positioning.

Jo Agnew, marketing director at Lotus Natural Foods, said: “Protein has become part of everyday snacking for millions of people, and as the category matures, expectations are changing."

She added: “With so much of the fixture focused on chocolate and caramel flavours, there’s a clear appetite for something a little different. Cherry is the perfect next step – it’s a flavour shoppers already love, it’s on trend, and it brings a lighter, fruity option into the range.”

As HFSS considerations and demand for plant-based protein continue to reshape the UK snacking landscape, Nākd.’s Cherry launch signals further premiumisation and flavour innovation within the better-for-you cereal bar segment.