Ghost debuts high protein, low sugar protein bar

Ghost, a lifestyle brand for sports nutrition and energy drinks, has introduced its first protein bar via partnership with General Mills. Offered in in three flavors — Chocolate Caramel, Chocolate Peanut Butter and Choco Chip Cookie Dough, each two-stick package has a layered, candy-bar-inspired format and delivers 20 g of protein, 2 g of sugar, and between 250 and 270 calories per serving. The “shareable” two-bar format is reminiscent of candy packaging and is intended to help consumers think of the functional snacks as “fun and even a little indulgent,” said Dan Lourenco, Co-Founder and CEO of Ghost, in a release.

The launch expands Ghost’s ready-to-eat lineup, following the introduction of Ghost Protein Cereal. For convenience services operators, the product offers a high protein, low sugar snack option with brand awareness appeal with indulgent flavors in an on-the-go format. Operators can leverage Ghost’s consumer recognition to appeal to younger demographics in micro markets and convenience channels. Strong branding and premium positioning could drive higher margins, but pricing sensitivity may affect sell-through in value-focused accounts.