Tuesday, May 21, 2024

Violet Crumble enters wellness market with protein bar launch

Asembl has launched Violet Crumble into the wellness snacking market for the first time, launching a protein bar range with supplement brand BSc.

Available as 55g bars, the BSc Soft Protein Bar x Violet Crumble Chocolate Honeycomb and BSc Soft Protein Bar x Violet Crumble Caramel Honeycomb both feature BSc’s new candy-like soft protein bar technology. The bars are promoted as having 16g of protein, less than 3g sugar and a 4.5 health-star rating.

Menz National Marketing and Licensing Manager Polly Love says the brand is thrilled to be collaborating with BSc in what some may consider an unlikely mash-up.

“We’re always looking for new ways for Aussies to enjoy that iconic Violet Crumble flavour and we love to shatter expectations of what is possible,” she says.

“We certainly don’t like to shy away from exploring new territories and we love that the team at BSc had the vision to bring these delicious Violet Crumble inspired soft protein bars to life.  They are absolutely delicious.”

BSc Founder Greg Young says developing the new bars was a lot of fun.

“It represents a delicious fusion of the iconic taste of Violet Crumble with little shattering pieces of honeycomb – and the innovative format of a candy-like protein bar currently not made in Australia. We worked with the latest European technology to bring this product to life,” he says.

“This exciting addition to the BSc range demonstrates our dedication to keeping up with technology trends and showcases our commitment to flavour creativity through collaboration with this beloved Aussie icon.”

The BSc Soft Protein Bar x Violet Crumble Chocolate Honeycomb and BSc Soft Protein Bar x Violet Crumble Caramel Honeycomb will launch nationally in Coles from 6 May.

Back in February, Violet Crumble launched into the personal care category for the first time, collaborating with Allkinds.

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