Nordic Protein Bars in Growing U.S. Market
Swedish protein bar brands Nick’s and Barebells have already established themselves in the U.S., competing with American heavyweights like Quest Nutrition and Clif Bar in a $4 billion market. Meanwhile, Swedish Mellanmål is making early moves, entering this fast-growing sector.
Nick's, promoted as a low-carb, keto-friendly bar, uses allulose, a sugar alternative that doesn't raise blood sugar levels. Founder Niklas Luthström acknowledges the stiff competition in the U.S. but still sees room for growth in the sector.
“Just a few years ago, protein bars had unpleasant textures, but with the right development teams, the products have improved significantly,” says Luthström.
He also addresses the misconception surrounding “healthy” sugars:
“Sugar is sugar, whether it's organic cane sugar, pressed dates, or agave syrup—it affects the body the same way.”
Nick’s bars are sold in over 10,000 U.S. stores, and Luthström is optimistic about further expansion:
“We’re just getting started," he says.
Nick’s, which also offers ice cream, is backed by Gullspång Re:food, a Swedish venture capital firm with an office in San Francisco.
Barebells, founded by Erik Ryd and part of the Vitamin Well Group, has made significant inroads into the U.S. market. Recognized for its indulgent, candy-like protein bars that contain high protein and minimal sugar, Barebells has become a favorite of many Americans. The bars are available at major retailers all over the U.S.
Newer to the U.S. market is the protein bar REDO, sold by Mellanmål of Sweden, co-founded by ex-hockey professional Pierre Johnsson and Donnie SC Lygonis. Mellanmål’s bars are marketed as balanced, healthy snacks inspired by Swedish food culture, targeting consumers seeking nutritious options between meals.
“We have just entered the first chains now and are optimistic about the future. Many chains are looking at our products as a Nordic healthy alternative;” says Lygonis and adds: “The challenges are that the big players have much more money than we do.”
With the U.S. protein bar market valued at approximately $4 billion in 2023, the demand for high-protein but still low-sugar snacks is expected to continue driving growth.