Keep Going in Egypt has only been known for its supplements, with a presence in protein powder with Ultimate Whey Isolate, regular Ultimate Whey infused with digestive enzymes, and the top-end Ultimate Whey Complex Isolate. The brand also has a couple of standalones in KSM-66 Ashwagandha and Creatine Monohydrate, although the reason we have it in headlines is because it has added a new product, and it’s very different from any of those.
Keep Going is tackling the functional food side of the health and nutrition industry this month, introducing its first-ever edible innovation simply named the Keep Going Protein Bar. The brand ticks all of the boxes in this one, giving you 18 to 19g of protein from quality milk and whey protein, 21 to 22g of carbohydrates, under 2g of that being sugar, 7 to 8g of fat, 226 to 232 calories, and added vitamins and minerals for general health.
Interestingly, the functional foods in Egypt, as well as nearby in the Middle East and Central Asia, are quite impressive, with the average competitor tasting pretty damn good and the variety of formats being on par if not better than the US. Keep Going is taking on that market headfirst with its debut protein snack, with everything looking good on paper, so it’ll come down to taste and texture. The brand has launched the snack in plenty of flavors with Choco Chip Fudge, Cookies & Cream, Salted Caramel, and Peanut Butter Caramel Nuts.
