Tobar has partnered with Bear Grylls to launch a “cutting edge” range of insect powder based health bars.
The two high-protein insect powder bars are apricot, cranberry and chia flavour and dark chocolate and fig flavour whilst the energy insect powder bars are orange and dark chocolate and apple, caramel and cinnamon. The bars will be available across Europe.
Announcing the move, Grylls’ licensing agency Beanstalk said the new bar, due to launch late this year, will leverage the celebrity adventurer and TV personality’s “tremendous brand loyalty”.
Grylls is former British Special Forces survival specialist, an Everest mountaineer, TV host and a best-selling author.
Rupert Tate, CEO of Bear Grylls Ventures, commented: “We are excited to bring these protein bars to market, with Tobar. The brand’s vision to ‘inspire, equip and empower’ will transfer perfectly into the health bars.”
Tobar also stressed the sustainability of insects as a source of protein.
“Farming insects uses significantly less land and water, produces fewer greenhouse gasses and is a highly nutritious alternative to traditional protein production. We are hugely excited to work with Bear Grylls on this project to promote the benefits of buffalo worm powder and the health bar range to fans,” Gary Bartlett, specialist product developer at Tobar, said.
Source: Food Navigator
