TREK, from Natural Balance Foods, has signed a two-year deal as the Official Nutrition Bar for Tough Mudder UK – the series of endurance events in which competitors take part in gruelling 10-12 mile runs featuring military-style obstacle courses.
TREK will use this – its biggest-ever sponsorship, to drive brand awareness and trial of both TREK bars and new TREK Chunks. All Tough Mudder participants will be offered TREK samples at event feeding stations, while all finishers will also receive free samples of TREK Protein Energy Bars. Natural Balance Foods also intends to maximise the partnership by using it as part of a larger, integrated marketing campaign across print, digital, social media, in-store and on packaging.
Marina Love, Natural Balance Foods Marketing Director, says: “TREK is the UK’s No 1 Sports Nutrition and Lifestyle Energy Cereal Bar with sales of £10.9m and driving fantastic growth of 78 per cent  – adding £4.8m in sales in the latest MAT. It’s also the 13th biggest cereal bar brand and the fastest growing top 15 brand.
“We’ve also added TREK Chunks to our portfolio, the perfect interval fuelling snack. The bite-sized TREK Protein pieces typically contain 12g of protein per 60g bag and are made from cold-pressed, natural, wholefood ingredients (dates, soya protein crunchies, nuts, gluten-free oats and raisins) for slow-release, sustained energy. They come in Cocoa Peanut Peak, Creamy Toffee Triumph and Cranberry Kick flavour and complement the existing TREK range of TREK Protein Energy Bars and TREK Protein Flapjacks. And of course the entire TREK range is gluten, wheat and dairy free, with no added sugar or syrups.”
Marina Love adds: “Tough Mudder UK typically sees 10,000 t0 15,000 people per event, and around 70 per cent of competitors are male with an average age of 29 years – the perfect demographic for growing the TREK audience. We’d encourage retailers to stock up on TREK bars and Chunks to make the most of the increased exposure Tough Mudder will bring.”
 All stats: IRI Infoscan Retail Data w/e 25.03.2017