Mondelēz International has introduced an settlement to procure a vital majority hobby in Grenade, the United Kingdom efficiency vitamin pioneer within the fast-growing excessive protein bar phase.

Grenade is likely one of the class leaders in high-protein bars, and its Carb Killa® has been the best-selling product within the phase since 2016 with a increasing presence in the United Kingdom and availability throughout different areas together with North America and Asia Pacific.

“Grenade’s great-tasting, on-trend products are a great platform for Mondelēz International in the UK market and beyond,” stated Dirk Van de Put, chairman & leader government, Mondelēz International. “This is another exciting opportunity to deliver on our strategy to be a global leader in broader snacking, including in the important area of well-being.”

Grenade used to be based through Alan and Juliet Barratt in 2010 with a easy undertaking to grow to be the number 1 logo in sports activities vitamin merchandise. With robust historical efficiency, forged enlargement and percentage beneficial properties, Grenade has a powerful eCommerce presence with roughly 25 p.c of its gross sales from on-line channels.

Alan Barratt, co-founder and leader government of Grenade

Over the years, Grenade has broadened its client base and introduced new merchandise together with high-protein, low-sugar bars and has innovated into new adjacencies together with shakes, spreads and cookies.

“When Jules and I founded Grenade from our spare bedroom with a budget of $700, we dreamt of building an iconic brand available globally. This partnership with Mondelēz International gives us access to enormous resource and capability to help make those aspirations a reality and I couldn’t be more excited about our future growth and continued innovation,” stated Alan Barratt, co-founder and leader government of Grenade.

Mondelēz International plans to perform Grenade one at a time to nurture its entrepreneurial spirit and care for the authenticity of the logo, whilst offering assets, fortify and world scale to assist boost up enlargement. The present senior management, together with Alan Barratt, will proceed to run the industry from its headquarters in the United Kingdom and can retain a minority fairness hobby within the corporate. The deal is predicted to near through the tip of March.