Powerbar to relaunch in bid to appeal to wider athlete base

Powerbar has revealed that it is to undergo a relaunch exercise in order to appeal to a broader spectrum of athletes.

A website overhaul is to be delivered alongside a new digital campaign, fresh athlete sponsorships and event appearances.

“Sports have evolved. Athletes have evolved. And now, after a long slumber, PowerBar has evolved,” said Doug Cornille, PowerBar VP marketing. “For a long time, our products did not meet what athletes wanted. We’re changing that, and are improving all of our products to meet consumer demands for the right macronutrients, lower sugar, whole food ingredients, easy-to-understand labels, and superior taste. As you’ll soon hear, ‘Welcome to the new us.'”

The brand has already this year tweaked its catalogue, adding a new simple fruit energy fruit puree, as well as a reduced sugar protein bar line.

A campaign due to be rolled out shortly will showcase the brand’s new outlook, reaching beyond the typical demographic of triathletes and marathon runners into more mainstream sports and exercise.