Myprotein expands candy-flavored protein series; RXBAR introduces fall flavors to meet changing consumer tastes
Category: Food
On August 10, 2026, Myprotein unveiled its latest addition to its partnership with Mars, introducing Twix Impact Whey Protein. This new flavor joins a growing series that has already included iconic candy bar flavors such as Snickers, White Chocolate Snickers, Mars Bar, and Bounty. Twix Impact Whey Protein is crafted to replicate the beloved combination of milk chocolate, smooth caramel, and crunchy biscuit, enhanced with butter cookie crumbs for an authentic experience.
The Twix flavor is part of Myprotein's Impact Whey Protein line, which delivers 20 grams of protein, 5 grams of carbohydrates, and under 2 grams of sugar, all within a 128-calorie serving. This new product is available in two sizes: a 1.05 kg tub containing 30 servings priced at £40.49 (approximately $54.60) and a smaller 525 g tub offering 15 servings for £24.49 (around $33.03).
Meanwhile, RXBAR, also under the Mars umbrella, launched its first new seasonal flavor in over four years on the same day. The limited-edition Nut Butter & Oat Apple Pie protein bar aims to resonate with consumers looking for nostalgic autumn flavors. In addition to this new offering, RXBAR is bringing back its popular Pumpkin Spice 12g Protein Bar for another seasonal run.
The Nut Butter & Oat Apple Pie bar distinguishes itself with a chewy-crispy texture, made from whole grain oats, cashews, egg whites, and wildflower honey. Each serving provides 10 grams of protein and is positioned to evoke the sensory experience of a classic homemade dessert. This launch capitalizes on the growing popularity of apple flavors during the fall season, which market data suggests is one of the fastest-growing trends.
Myprotein’s collaboration with Mars has been a strategic effort to blend the worlds of sports nutrition and confectionery. By introducing flavors that consumers already know and love, Myprotein aims to make protein supplementation more appealing. The series began with the launch of Snickers and White Chocolate Snickers, followed by the addition of Mars Bar and Bounty, each flavor contributing to a more extensive portfolio that encourages consumers to enjoy their fitness journeys.
On the other hand, RXBAR's introduction of the Nut Butter & Oat Apple Pie protein bar reflects a broader trend in the snack industry. As consumer preferences shift toward flavors that evoke comfort and nostalgia, brands are increasingly looking to seasonal offerings to capture attention. The return of the Pumpkin Spice protein bar alongside the new apple pie flavor showcases how RXBAR is leveraging both tradition and innovation to attract customers.
These developments come at a time when the demand for functional foods is on the rise. Consumers are seeking snacks that satisfy cravings and provide nutritional benefits. The combination of high protein and fiber content in both Myprotein and RXBAR products aligns with this growing consumer desire for healthier options.
With the successful launch of Twix Impact Whey Protein and the Nut Butter & Oat Apple Pie protein bar, both Myprotein and RXBAR are well-positioned to capitalize on the seasonal market. Myprotein has indicated that this is just the beginning of its partnership with Mars, hinting at more iconic flavors to be introduced in the future. This could mean a continual expansion of its protein offerings, appealing to a wider audience.
RXBAR's strategic focus on limited-edition flavors allows it to test new products in the market without a long-term commitment. The brand's ability to pivot based on consumer preferences, such as the rising popularity of apple flavors, suggests it will continue to innovate in the seasonal snack category. This approach builds urgency through limited availability and keeps the brand relevant in a competitive market.
As both brands continue to navigate the ever-changing consumer palate, the emphasis on combining nostalgia with nutritional value will likely remain central to their product development strategies. The success of these launches may prompt additional seasonal flavors or collaborations in the coming months, keeping consumers engaged and eager for new offerings.
The Twix Impact Whey Protein and RXBAR Nut Butter & Oat Apple Pie protein bar are now available for purchase, marking an exciting time for both brands as they cater to the current trends in health and wellness.