
ReFil has launched in Australia with a new line of protein bars aimed at making everyday snacking a little more functional.
The new brand is entering the market with two low-sugar ranges, Cold Pressed and Crunch, covering flavours that nod to brownies, pistachio nougat, berries and cream, chocolate milkshakes, caramel slice and lemon raspberry soda.
Rather than pitching protein as something reserved for athletes or post-workout routines, ReFil is positioning the bars for regular snack moments: bags, desk drawers, school pick-up drives and the 3 pm craving window.
Julia Clark, Sales & Marketing Director of ReFil, said the brand wanted to challenge assumptions around how protein bars should taste.
“The idea behind ReFil was to challenge the assumption that protein bars need to taste like a functional food,” said Clark.
“We wanted to take the nutrition consumers are looking for and deliver it through craveable flavours, enjoyable textures and familiar dessert-inspired experiences. We chose high quality ingredients and product formats that allowed us to do that, and this meant investing in new technology within our business.”
The Cold Pressed range has a nougat-style texture and comes in three flavours: Choc Full of Brownie, Ooh Ahh Pistachio Nougat and Very Into Berries & Cream. Each bar contains 20g of protein, 17g of fibre, less than 3g of sugar and less than 200 calories.
ReFil Crunch takes the more textured route, with flavours including Chocolate Milkshake, Choc Caramel Slice and Lemon Raspberry Soda Pop. Each bar contains 15g of protein, 11g of fibre, 2g of sugar and 180 calories or less.
Clark said protein was no longer only relevant to athletes or people consuming products immediately after a workout.
“More and more Australian consumers are looking to incorporate protein into everyday moments, and this is driving strong demand in the market,” said Clark.
“ReFil is helping these consumers by making protein more accessible by offering the nutritional benefits they are looking for, whilst being an enjoyable experience.”
The launch speaks to how protein bars are being used now: less as a specialist gym product, more as an easy snack for people trying to get more protein into regular eating occasions.
ReFil is available now via the ReFil website and Amazon.
Source: Sunday Agency
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