Mondelēz Drops Grenade Brand in U.S. Amid Growing Protein Bar Market
Mondelēz International is exiting the U.S. market for the UK-based sports nutrition brand Grenade, part of ongoing competition in the protein bar sector. The company, which already sells Grenade in Europe, Australia, and Canada, is launching four new bar flavors in the U.S., including an Oreo variant, each containing 20 grams of protein and 1 gram of sugar.
In 2021, Mondelēz acquired a significant majority stake in Grenade, branding it as the top-selling protein bar in the U.K. “Today’s consumers want both taste and function,” stated Grenade co-founder Alan Barratt, expressing excitement about expanding their U.S. presence.
According to NielsenIQ data, protein bars are the fastest-growing category in the U.S. snack market, outpacing total protein snacks. As 85% of U.S. consumers aim to increase protein intake, Grenade sees an opportunity for growth.
The bars are available at GNC, The Vitamin Shoppe, and online platforms like Amazon and Bodybuilding.com. Grenade plans to broaden its distribution to national convenience stores, grocery chains, and gyms in the coming months.
In addition to bars, Grenade offers a range of nutritional products, including protein powders and supplements. Mondelēz stands as the third-largest snack bar manufacturer globally, holding an 8.6% market share. In 2022, the company spent nearly $3 billion to enhance its bar category through acquisitions, including the purchase of Clif Bar & Co. and Perfect Bar, which it aims to develop into a billion-dollar brand.
