Plant-based pioneers BOL Foods have stormed into the nutritionally complete meal market with the launch of Power Shakes: the first-ever wholefoods-led RTD nutritionally complete meal, designed for the breakfast occasion.
The new Power Shakes, made with a unique blend of oats, bananas, nuts, dates and coconut, have launched in Waitrose, Co-op, and Ocado, with further listings secured in Tesco, M&S, NISA and Holland & Barrett, making this BOL Foods’ biggest ever product launch to date (RRP: £3.25/410g).
The Power Shake range consists of three new recipes: Vanilla, Salted Caramel, and Chocolate. Each 410g bottle is a 100% nutritionally complete meal, packed with up to 22g protein, 26 vitamins and minerals, and absolutely no added sugar, sweeteners, gums or preservatives.
The meal replacement category in the UK is currently worth £142M, forecast to grow by +82% over the next 5 years [Source: Euromonitor | Weight Management and Wellbeing in the United Kingdom COUNTRY REPORT | SEP 2022]. Retailers are also adapting to growing demand for functional convenience foods, with protein bays and functional drinks fixtures being added to store planograms to create new categories for these emerging products.
“The growth of the meal replacement category reflects increasing consumer demand for convenient meal solutions that fit into their busy lifestyle. However, we know that the rise in awareness of ultra-processed food has prompted a macro trend in consumer demand for products made with ingredients you would find in your kitchen cupboard. That’s why we’ve created the first-ever RTD nutritionally complete meal, packed to the lid with wholefoods. Our Power Shakes, with a range of indulgent recipes designed with our discerning foodie audience in mind, give consumers the ultimate vice and virtue in every sip. They’re packed to the lid with wholefoods, 20+grams of plant protein, and 26 vitamins and minerals,” Marketing Director Jo said.
This unique, foodie and more female positioning also allows BOL Power Shakes to attract more female shoppers to this male-dominated product market, driving incremental growth to these new functional categories.
With the backing of a nationwide ATL campaign launching this summer and a massive investment in promotions, sampling and shopper marketing, BOL Foods are on a mission to become the #1 fastest-growing RTD nutritionally complete meal in the UK.
BOL Foods
BOL Foods was born in 2015 with a mission to help busy people eat well. From side hustling to social juggling, time is often not on our side. So that’s where BOL Foods come in. 100% plant-powered recipes, lovingly made to make you feel your best, helping you eat to feel unstoppable.
BOL Foods Power Shakes are the latest addition to their growing product portfolio, including their Power Soups and One Pot Meals, which have been powering the days of busy consumers and energising the plant-based and health food scene since 2015.
Nine years after Paul Brown started the business, the founding mission of BOL Foods to help busy people eat well remains unchanged. Emboldened by their new lifestyle positioning under the brand platform ‘Bring On Life’. BOL is also a call to action to live life to the fullest with respect and care for people and the planet. Today, BOL Foods is seen as the leading, naturally plant-powered food brand across the UK and continues to dominate as a category pioneer.
Paul and the team at BOL Foods will continue to help the world to eat more plants, to bring adventure and joy to mealtimes, and inspire people to Bring On Life.
