Nick’s Launches Premium Bar Line

Earlier this year investors made a $30 million bet that Swedish zero sugar snack and ice cream brand Nick’s can make zero-sugar products that will make American consumers stand up and take notice. Now the company is starting that process, this week announcing it will launch protein bars in the US market.

The ultimate goal is to take Nick’s broad European product line and transfer it to larger markets. In Sweden, for example, the brand offers pasta, chocolate bars, candy, sweeteners, snack bars, protein bars and drink mixes — all conforming to the low carb diet. Though some products such as Halo Top and SnackWells have fallen out of consumer favor as diet fad preferences have changed, the belief is by focusing on the eating experience (and not just the nutritional panel), Nick’s can simply be a great tasting option first and foremost, regardless of if one follows the keto diet or not.

While Nick’s ice cream developed a following in Europe for its creamy texture, investors are betting that the company can duplicate that success in other categories. The bars are that first chance — with the brand believing the taste is good enough to justify a $3 price point for a product that tastes like candy but carries the nutritionals of a protein bar. Nick’s bars are meant to closely resemble a Snickers bar’s peanuts, caramel, and chocolate coating, but with no added sugar, 5 grams of collagen and 14-15 grams of protein — all while avoiding the dense center core of a protein bar.

CEO Carlos Altschul was hired shortly after the brand brought on a stable of high-profile investors including Khosla Ventures. He said the company’s background in sugar-free confectionery items in its European lines will translate into the protein category.

“We know that consumers are looking for taste and texture and the experience of eating a snack bar but they want to make the nutritional choice of a nutrition bar,” Altschul said. “We expect to bring a great value to consumers, even at a $3 price point.”

The bar category has sagged during the covid-19 pandemic as consumers have stayed home, avoiding on-the-go snacks and impulse items for bigger package sizes — but Altschul said he believes the category will bounce back. Once the two additional flavors are released, Nick’s will launch a 12-count variety pack online; in brick and mortar retail, the brand plans to sell 4-packs in addition to single bars.

Meanwhile, Nick’s is reformulating its ice cream, again underscoring the idea that a brand with great taste can justify premium positioning despite its lack of sugar. According to Altschul, between the bars, the ice cream, and other innovation, Nick’s can stand for sugar free great taste as a brand.

“As consumers see that we stand for more than other ice creams on shelf, we’ll start driving the right value proposition,” he said. “Our mission is to revolutionize it and make it healthier. We see [an] opportunity in multiple categories.”