Context And Strategic Question

Grenade is one of the most visible performance nutrition brands in the UK. It is known for triple layered, chocolate coated protein bars with 20g plus of protein and as little as 2g of sugar, often in flavours inspired by mainstream confectionery such as Oreo and cookie dough.

The brand has successfully normalised high protein snacking for a broad audience. It has also built strong retail distribution and DTC presence. Yet the visual and verbal codes that made it famous now anchor Grenade closer to “guilt free chocolate” than to serious performance nutrition.

At the same time, the context around Grenade is changing.

• The global protein bar market is worth around USD 15 to 16 Billion in 2025 and is expected to reach roughly USD 24 Billion by the mid 2030s, growing at about 5% annually.

• In the UK, the protein bar market is forecast to grow from about USD 1.38 Billion in 2025 to USD 2.33 Billion by 2034 at around 6% compound annual growth, driven by demand for convenient, high protein, low sugar snacks.

• Health consciousness is rising. In late 2024, 90% of UK consumers said diet was important to their overall health and 86% said fitness was important.

• Gen Z is now the most active gym generation with 63% of people aged 18 to 24 exercising regularly, and gym membership in the UK has reached record levels.

• Around two thirds of people aged 16 to 34 report increasing their protein intake over the past year, and Gen Z is driving a shift toward higher protein, less processed choices.

• An estimated 58% of Gen Z consumers purchased plant based food products over the last year, and about 30% report reducing their meat consumption, signalling an openness to plant based and flexitarian protein.

The strategic question for Grenade is therefore straightforward.

How does a brand built on explosive visuals and indulgent flavours evolve into the go to performance fuel for a new generation of health conscious, sport focused consumers without losing the equity it has built.

Brand Reality And Positioning Diagnosis

Brand Codes Today

Grenade’s current identity is loud, colourful, and built around the name itself. Pack design leans on military and explosive cues. Product names and visuals emphasise chocolate, cookies, biscuits, caramel, and indulgent flavour combinations.

The core message is “high protein, low sugar, tastes like your favourite chocolate bar”. This has created a strong emotional hook and a clear point of difference from bland sports bars.

The downside is that, in the eyes of the new health focused generation, Grenade risks being perceived as:

• A protein infused treat rather than a serious performance tool

• A brand that prioritises taste first and functional integrity second

• A product that belongs closer to the confectionery aisle than to the strength rack

Strategic Misalignment

Our review of Grenade’s current positioning and digital assets shows three misalignments.

1. Power Narrative Without Performance Ownership
The name Grenade and the visual language promise explosive power, aggression, and intensity. Yet the storytelling is often about indulgence and “guilt free” snacking rather than athletes, training, or competition. The brand is not currently owning the obvious space of power sports like heavy lifting, boxing, MMA, or rugby.

2. Broad Usage, Narrow Targeting
Grenade products are used by a wide range of people, from office workers to bodybuilders. However, the brand story does not speak clearly to any one high value segment. Gym culture, strength sports, and high intensity training are present, but not as a coherent narrative. This leaves space for other brands to claim authority with serious athletes.

3. Health Signals Do Not Match Price And Potential
Given the premium price point, consumers increasingly expect not only high protein and low sugar but also cleaner labels, more natural ingredients, and visible commitments to health outcomes. Competitors and adjacent categories are now introducing reformulated, high protein versions of mainstream snacks. If Grenade continues to lean too heavily on confectionery cues, it risks being caught in the crossfire between indulgence and function.

Market And Consumer Insights

Our research across sports nutrition and DTC protein categories highlights several patterns that support a strategic pivot.

• Active consumers are moving to a “performance plus health” mindset. They want products that support strength, endurance, and recovery but that also fit broader wellness goals, including less ultra processed food.

• DTC channels are now critical to sports nutrition brands. Over the next decade DTC subscription models, personalised protein kits, and direct performance coaching are expected to become major growth levers.

• Convenience meets nutrition is the core growth driver in the UK protein bar market. Consumers increasingly prefer grab and go snacks that deliver 15 to 25g of protein, cleaner labels, and improved fibre content while reducing sugar.

Granade sits at the intersection of these trends. It already delivers the protein load, convenience, and taste. The missing piece is a clear, credible connection to performance and modern health standards.

Strategic Opportunity For Grenade

We see an opportunity to reposition Grenade from “protein bar that tastes like a chocolate bar” to “performance fuel for explosive athletes who still care about health”.

This strategy rests on four pillars.

Reframe The Brand Around Explosive Performance

The existing brand equity in the name Grenade and the explosive visual language should be retargeted towards specific high intensity sports and training cultures.

• Powerlifting and strength training

• Boxing and combat sports

• Rugby and contact sports

• High intensity functional training

Rather than generic gym scenes, creative assets would focus on these disciplines, showing athletes using Grenade bars, shakes, and powders in real training and recovery moments.

Positioning line concepts.

• “Fuel For Explosive Performance”

• “Power Snacks For Heavy Sessions”

The messaging moves away from “guilt free treat” language and towards clear functional roles.

Align Product Architecture With Use Cases

Grenade’s portfolio can be reorganised and communicated according to performance needs rather than only flavours.

• Pre Session Power
  Bars and ready to drink products optimised for pre workout energy, with slightly higher carbohydrate and caffeine profiles where appropriate.

• In Session Sustain
  Products designed for longer sessions and team sports where energy and focus must be maintained.

• Post Session Recovery
  Higher protein, moderate carb bars and shakes geared toward muscle repair and recovery, potentially with added functional ingredients.

• Build And Bulk
  Products aimed at mass gain and strength phases, with higher calorie and protein density.

On the website, this would translate into journeys where visitors choose “how you train” or “what you need today” rather than searching through long flavour lists. Interactive guides would help users find the right product for their sport, training block, or goal.

Modernise Health Credentials And Flavour Strategy

The next generation of athletes wants both indulgence and integrity.

Our recommendations.

• Gradually reformulate key bar lines to reduce reliance on artificial sweeteners and ultra processed components, while keeping the core taste profile intact.

• Introduce a visible “Grenade Clean” subrange with higher emphasis on natural ingredients, improved fibre, and potentially plant based protein sources. This can appeal directly to the 58% of Gen Z who report buying plant based food products and the 30% who have reduced meat consumption.

• Retain hero flavours like Oreo inspired or cookie dough, but position them as “performance treats” that still meet stricter health criteria.

• Use transparent macronutrient and ingredient storytelling to justify the price point, highlighting both performance outcomes and better alignment with long term health.

Revamp Digital Presence And DTC Experience

Grenade’s current website and social channels are visually busy and promotional but do not consistently tell a performance story or guide different user types to the right products.

We recommend a staged digital revamp.

Brand And UX Direction

• Strip back visual clutter in favour of a cleaner, more minimal design system that can carry both performance and health messages.

• Use powerful photography of real athletes in training and competition across key sports, matched with clear product roles.

• Make navigation goal based. For example “Train Stronger”, “Recover Faster”, “Build Muscle”, “Stay On Track At Work”.

Frictionless Purchase Journeys

• Reduce the number of steps from landing to checkout, particularly for mobile users, who now represent the majority of sports nutrition traffic.

• Introduce starter packs and subscription options matched to training cycles, with clear savings and education around consistent use.

• Create a dedicated, visually rich section for merchandise and training accessories, tying them to specific sports and use cases. This positions Grenade alongside successful gym wear brands rather than as an afterthought.

Social Content System

• Shift social media from purely product and flavour posts to a 3 part structure.

  • Performance Stories: real athletes and everyday lifters using Grenade in training.

  • Education: short, evidence backed content on protein needs, recovery, and smart snacking.

  • Culture: community features, training playlists, and behind the scenes content from events and collaborations.

This system reinforces Grenade as part of a serious training lifestyle, not just a tasty bar.