Greenback plant-based protein bar now available at 7000 stores

Australian family-owned start-up Greenback has developed a range of plant-based protein bars that are being sold in 7000 retailers nationally after just 12 months in the market.

Greenback was founded by four long-time friends, Matt and Peta Prentice, and Luke and Kelly Driver. Greenback recently launched at Coles and Woolworths supermarkets and adds to the already growing list of retail sectors, including convenience, fuel, health, and pharmacy outlets.

“To achieve a clean sweep of Australia’s major retail channels is incredibly rewarding for our tight-knit team. Greenback protein bars are now accessible in 800 Coles, 950 Woolworths and 420 Chemist Warehouse stores the country, and it’s mind-blowing to think that we only launched to the public one year ago. In fact, we’ve consistently doubled our sales performance every three months since beginning in August 2020,” says Greenback co-founder Luke Driver.

“Though forming a start-up during a pandemic has not been without its challenges, we’re proud to say that Greenback has quickly become favourite amongst Aussies leading an active lifestyle. The brand has also been championed by major sporting personalities, including India’s megastar cricket captain Virat Kohli, and Australia’s own Matildas soccer players, Hayley Raso and Chloe Logarzo to name a few.”

Greenback founders Matt Prentice and Luke Driver.
Greenback founders Matt Prentice and Luke Driver.

Greenback offers a choice of four dark chocolate coated protein bars that are claimed to be 100% plant-based and vegan friendly. Available in Choc Mint, Hazelnut, Peanut Butter and Salted Caramel, the range often draws taste comparisons to mainstream favourites such as Mint Slice biscuits, Ferrero Rocher chocolates, or Snickers bars. The Greenback protein bars contain 11 grams of protein in each bar, offers a healthy source of dietary fibre, and is claimed to be gluten-free and preservative free.

In addition, the brand recently introduced a Plant Protein powder range available in Chocolate, Vanilla, and Salted Caramel flavours.

Greenback has tapped into a growing market with customers demanding plant-based nutrition. “Research by the Food Intolerance Institute of Australia has also shown that two in three people are now dairy and lactose intolerant, whilst the CSIRO has revealed that one in six Australians are limiting their dairy intake simply because they feel better without it,” the company said.

With key customers now secured within every major retail segment across Australia and New Zealand, the Greenback team is now eyeing international markets in Asia, the United States, and the UK.

“Our goal is to make Greenback synonymous with plant-based nutrition – not just in Australia, but internationally too. We’re already working on some exciting new innovations in vegan protein, and we’re looking forward to what comes next,” Mr Driver said.

Greenback’s signature range: dark chocolate covered Plant Protein bars in four flavours.
Greenback’s signature range: dark chocolate covered Plant Protein bars in four flavours.

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