Mondelēz International, a global leader in snacking, enters the Italian protein bar market with the British brand Grenade. Acquired in 2021, Grenade is present in over 80 countries and is now available in Italy, where the demand for protein foods and supplements is growing rapidly, recording an increase of 2023% in 8,4 compared to the previous year. According to Mondelēz's "State of Snacking" report, consumers increasingly prefer snacks to traditional meals, turning to products with specific benefits: increased energy (75%), improved mood (74%) and consistency with fitness goals (70%).
In 2023, 30% of Italian families (about 7,4 million) purchased high-protein products. The protein bar market in Italy is worth 47 million euros, with a 16% growth compared to 2022. In this context of expansion, Grenade fits perfectly with an assortment that meets the needs of consumers who are attentive to both taste and nutrition. Grenade bars are rich in proteins (at least 20 g per bar) and low in sugar (less than 2 g), ideal for those who follow an active lifestyle, as a post-workout snack or for any time of the day.
The launch of Grenade is sealed by the partnership with AC Milan, of which it will become “Official Protein Bar Partner”. “A launch in which we believe a lot – comments Francesco Meroni, Marketing Director of the Mondelēz International Group in Italy – there will be a lot of communication investments. We started in September with the launch of 4 bars in as many flavors, the choice of which was made mainly based on rotations in the best-selling countries, in the UK. There will be bars with a biscuit base, bars with a white chocolate base, bars with a milk chocolate base. Certainly the peculiarity of our range is to be able to mix the Grenade brand and all the nutritional components of the bar with the Mondelēz brands. The Oreo exercise is the most interesting exercise, which has become the best-selling bar of Grenade in the UK. So we have a point of advantage of differentiation towards the competition because we can have a taste that other players cannot afford to have”.
Looking ahead, Mondelēz is gearing up for 2025: “It will be a year full of innovations across many of the group’s brands. We can’t reveal the details at this time, but the multitude of our brands, from Philadelphia to Oro, from Oreo to Milka, allows us to ensure that there will be innovations that you will see and taste soon.”
