Healthy snack brand FRANK made its debut with a nationwide launch across Whole Foods Market UK’s six stores and online.
At 222 calories per bar, the high-fibre bar is said to contain “no ultra-processed additives”, is made from 100% natural ingredients, and contains 16g of protein.
The new snack, which is positioned as an alternative to the sweet protein bar category, comes as the demand for functional, low sugar, clean snacks is on the rise.
The brand debuts with two SKUs – Rosemary Sea Salt and Chilli Lime – designed for on-the-go eating.
“I made FRANK because I believe protein-packed snacks for busy days shouldn’t have to be full of artificial ingredients or regret,” said founder, Sam Bilinge.
“Too many protein bars stretch the truth, so when I couldn’t find a bar without the junk, or the sweetness, I made one. A savoury bar, with real ingredients your body actually recognises. When I met the team at Whole Foods Market, they instinctively understood our mission and loved the bars. Getting their backing shows just how much appetite there is for savoury, high-protein snacking.”
Bilinge’s work in documentary editing sparked the idea for the business. Working in the cutting room, he explained he gained first-hand experience into the effects of sugar crashes, when he would grab “whatever snack bar he could find” to keep him going.
He is now on a mission to challenge the health claims of other brands, with transparent ingredients and sourcing, and “no compromise” on quality or flavour.
Ellie O’Sullivan, category merchant at Whole Foods Market added: “Our snack range is constantly evolving and we’re always looking for innovation in this category. Our customers want real, recognisable ingredients and products that taste good while nourishing their body.
“Creativity in this category is rife, but rarely does it tick every box – FRANK stood out to us as a bar that offered something completely new, and we’re excited to be the first to bring it to shelves in our 6 stores across the UK.”
FRANK is backed by British entrepreneur Nick Birkett (co-founder of Connect) and has also launched its direct-to-consumer website: eatfrank.com.
The brand is currently in discussions with additional UK retail partners.
