The functional food category has become one of the most fiercely contested spaces in health and nutrition, especially when it comes to protein bars. Established names like Barebells, Grenade, David, Quest, and Fulfil have raised the standard with candy-like taste and texture, making it increasingly difficult for newcomers to stand out. It takes more than just 20g of protein these days; you need the full experience if you want to have an impact.
As that market continues to grow, we’re seeing more traditional supplement companies throw their hats into the ring, and VMI Sports is about to step up to the plate. The brand behind products like the K-XR pre-workout and Protolyte protein powder has teased a protein bar, and details are limited. The brand’s preview points to a light, crispy format with 20g of protein in a vanilla marshmallow flavor, and this is something that is definitely coming.
We’ll have to wait for the full reveal to see where VMI Sports takes it, although we’re looking forward to finding out how it tackles the category, from nutrition and ingredients to texture, flavor, and the overall eating experience.
