Grenade

What Grenade does

Grenade is a UK-based performance nutrition brand founded in 2010 and headquartered in Birmingham, England. The company designs and sells high-protein, low-sugar food supplements, with protein bars as its flagship product line — formulated to deliver 20–22g of protein and under 2g of sugar per 60g bar, using a blend of Calcium Caseinate, Whey Protein Isolate, and Bovine Collagen Hydrolysate. The portfolio extends across bottled protein shakes (up to 25g protein per 330ml), protein spreads, thermogenics (Thermo Detonator), stimulant-based weight management (Black Ops), BCAAs, and Creatine Monohydrate. In 2026 the company expanded into energy drinks and launched a Soft Core bar format with a gooey protein-filled center, alongside limited-edition collaborations with Mondelez sister brands OREO and Cadbury.

Grenade operates a direct-to-consumer e-commerce model through grenade.com (Shopify-powered), supplemented by Amazon marketplace, specialty nutrition retailers such as Popeye's Supplements, and discount channels (Blue Light Card, Defence Discount Service). Pricing is unit-based for individual SKUs (£8–£26.95 for supplements, ~£22 for a 12-bar box) with a subscription/bundle option offering 25–33% savings on multi-box purchases and a points-based Grenade Academy loyalty program. Distribution covers the UK as the core market and Canada as the first confirmed international expansion via the Cadbury Creme Egg collaboration in February 2026.

Since 2021 Grenade has operated as a wholly-owned subsidiary of Mondelez International, integrated into the parent's global bar platform alongside Perfect Snacks, Hu, and Clif. The brand is self-identified as the UK's #1 protein bar brand and is consistently listed among the top 12 global protein bar market players by third-party analyst reports. Grenade employs 11–50 people and generates revenue across a mass-market consumer base spanning fitness enthusiasts, health-conscious consumers, busy professionals, and essential-worker segments served via discount partnerships.

Name

Grenade

Legal name

Grenade (UK) Ltd

Website

https://grenade.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Grenade is a UK-based performance nutrition brand (founded 2010, owned by Mondelez since 2021) that designs and sells high-protein, low-sugar bars, shakes, spreads, and supplements direct-to-consumer and through retail, targeting fitness enthusiasts and health-conscious consumers.

Ownership category

akta.pro rank

Product category

Sports Nutrition

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

akta.pro secondary industries

Weight Management & Metabolic Supplements (CRADAGAG), Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Sports nutrition products
• High protein bars
• Fitness supplements
• Protein shakes
• Thermogenic supplements

Headquarters

HQ city

Solihull

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Primary revenue channel through owned website grenade.com, selling protein bars, protein shakes, protein spreads, sports nutrition supplements, and branded merchandise directly to consumers. Products sold in individual units, boxes, and bundle packages with volume discounts.
2. Subscription/Bundle Revenue: Recurring revenue through subscription bundle options offering 2-4 boxes of protein bars at discounted rates (e.g., 2 boxes for £40, 3 boxes for £54, 4 boxes for £64). Grenade Academy loyalty program drives repeat purchases with points-based rewards.
3. Retail Distribution: Distribution through third-party retailers including Amazon marketplace and specialty nutrition retailers such as Popeye's Supplements, generating wholesale and marketplace commission revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Grenade designs, manufactures and sells high-protein, low-sugar nutrition products targeted at fitness and health-conscious consumers. Its core offering is a portfolio of protein bars (sold in 15+ flavors and marketed as the UK's #1 protein bar brand), complemented by bottled protein shakes, protein spreads, and sports supplements such as thermogenics, BCAAs and creatine monohydrate. The company sells directly to consumers through its Shopify-powered grenade.com site, with subscription bundles for recurring delivery, and supplements via Amazon and specialty nutrition retailers.

Product overview

Grenade is a UK-based sports nutrition and performance nutrition company offering a portfolio of high-protein, low-sugar food supplements and beverages. The core product line centers on protein bars (the company's flagship offering, marketed as the UK's #1 protein bar brand), supplemented by bottled protein shakes, protein spreads, and sports nutrition supplements including thermogenics (Thermo Detonator), weight management formulas (Black Ops), BCAAs, and creatine monohydrate. The brand has expanded into new categories including energy drinks (launched 2026) and collaborates with major brands such as OREO and Cadbury for limited-edition protein bar releases. Grenade operates primarily as a direct-to-consumer e-commerce business through its Shopify-powered website, supplemented by retail partnerships and listings. The company was acquired by Mondelez International as part of its broader snacks portfolio expansion.

Differentiator

Problem solved

Functional benefit

Products and services

• Protein Bars High-protein, low-sugar snack bars in 15+ flavours marketed as the UK's #1 protein bar brand for fitness enthusiasts, athletes, and health-conscious consumers seeking convenient on-the-go protein.
• OREO Protein Bar Licensed protein bar featuring real OREO biscuit pieces with 21g protein and low sugar, produced under Grenade's brand partnership with Mondelez/OREO.
• OREO White Protein Bar White chocolate variant of the OREO protein bar with over 20g of protein and less than 2g of sugar, produced under OREO (Mondelez) licensing.
• Cadbury Creme Egg Protein Bar (Limited Edition) Limited-edition licensed protein bar with soft protein-filled core and gooey centre inspired by Cadbury Creme Eggs, offering 14g protein under a milk chocolate coating; sold through Amazon in Canada.
• Soft Core Protein Bars New-format protein bars with a soft protein-filled, gooey-centre core launched in 2026 in three flavours (Chocolate Peanut Butter, Double Chocolate, Golden Caramel), each delivering 14g+ protein and under 2g sugar in a 50g bar.
• Bottled Protein Shakes Ready-to-drink protein shakes in flavours including Fudge Brownie, White Chocolate, Cookies and Cream, and Strawberries and Cream, delivering up to 25g protein per 330ml bottle for on-the-go consumption.
• Protein Spreads High-protein spreads in Chocolate Salted Caramel and Hazel Nutter flavours for use on toast or added to meals to boost protein intake.
• Thermo Detonator 100 Multi-award-winning thermogenic supplement in 100-capsule format combining Green Tea Extract, Bitter Orange, Cayenne Pepper and Caffeine Anhydrous to support metabolism and energy, with 400mg caffeine per maximum 2 servings. Halal- and Kosher-certified gelatine capsule.
• Black Ops Weight Management Elite stimulant-based weight management supplement delivering controlled stimulants with Green Tea Extract, Taurine, Cayenne Pepper, Caffeine Anhydrous and Chromium to enhance physical performance.
• BCAA Supplements Branched-chain amino acid powder providing 7g BCAAs in a 2:1:1 ratio per serving in 390g tubs (30 servings), available in Peachy Pear, Tropical and Strawberry Mango flavours.
• Creatine Monohydrate Creatine Monohydrate supplement delivering 5g of 99.9% pure Creapure-grade creatine per serving for performance and muscle power, available in Unflavoured and Pink Razzberry.
• Grenade Energy Drinks Energy drink line launched in February 2026, marking Grenade's expansion beyond protein bars and sports supplements into the ready-to-drink energy beverages category.
• Protein Bar Bundles Subscription and one-off value bundles of 2, 3 or 4 boxes of Grenade protein bars (24-48 bars total) at discount pricing for regular users and bulk buyers.

Quantifiable outcome

• 12,000+ customer reviews supporting product quality and satisfaction
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Cadbury (Mondelez)coreStrategic or Co-development Partner · 1 February 2026Licensing partnership for Cadbury Creme Egg-inspired protein bar product. Grenade launched limited-edition Creme Egg protein bar featuring a gooey center, thick milk chocolate coating, 14g protein, and low sugar. The collaboration represents a brand licensing deal with Cadbury owner Mondelez International.
• OREO (Mondelez)coreStrategic or Co-development PartnerLicensing partnership for world's first official OREO Protein Bar. Grenade developed and launched OREO Protein Bar and OREO White Protein Bar featuring real OREO biscuit pieces. This is a significant brand collaboration representing Grenade's first official OREO protein bar globally.
• Blue Light Card / Defence Discount ServiceminorGTM or Marketing PartnerMarketing partnership offering 20% discount to Blue Light Card members (NHS, emergency services) and Defence Discount Service members (armed forces). Grenade provides exclusive discount codes through these partner platforms to drive sales to essential worker segments.
• Mondelez InternationalcoreOthersMondelez International acquired Grenade as part of their bar business expansion strategy. Mondelez has built a global foundation in bars through acquisitions including Perfect Snacks, Hu, Grenade, and Clif since 2018. Protein bars identified as biggest growth opportunity for Mondelez.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ONE Bar (ONE Brands / Clif): High-protein, low-sugar bar brand now part of Clif/Mondelez's portfolio; overlaps directly with Grenade on indulgent candy-bar-inspired protein formats targeting the same fitness/health-conscious demographic.
• MyProtein: UK-based sports nutrition brand offering protein bars, shakes, BCAAs, creatine, and supplements — directly comparable catalog, GTM, and UK/European audience to Grenade.
• Science in Sport (SiS): UK-listed performance nutrition company serving athletes with protein products, energy gels, and supplements; comparable UK heritage, premium positioning, and elite athlete endorsements.
• Clif Bar: Performance nutrition bar maker (now a Mondelez-owned peer under the same parent as Grenade) competing in sports/energy nutrition with broader retail distribution and adjacent product lines.
• Optimum Nutrition (ON): Global sports nutrition brand (owned by Glanbia) selling protein powders, bars, BCAAs, creatine, and thermogenics — directly competitive with Grenade's supplement extensions.
• RXBAR: Clean-ingredient protein bar brand (owned by Kellanova/former Kellogg's) competing in the same high-protein snack segment with comparable DTC and mass-retail distribution.
• Quest Nutrition: US-based high-protein, low-sugar bar pioneer and the global category leader; competes head-to-head with Grenade across protein bar flavor profiles, low-carb positioning, and DTC/retail distribution.
• Barebells: European protein bar brand known for candy-bar inspired flavors (similar indulgent positioning to Grenade's OREO/Cadbury collaborations), strong UK and Nordics presence, and active sponsorship marketing.
• Built Bar: US protein bar challenger brand emphasizing low sugar and high protein per serving; competes in the same premium functional-snack tier as Grenade with overlapping flavor strategies.

Emerging players

• MusclePharm: US sports nutrition brand offering protein bars, supplements, and performance products; less direct UK overlap but materially comparable product mix and athlete-marketing-led positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ThermoGrenade

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grenade