Raising the Bar Together: Quality, the EMPWR Way
Behind every batch of great-tasting, high-quality protein bars lies a quiet force, the people and p...
Fall 2025: Protein Bar Insights from Global Trade Shows
This fall, EMPWR Nutrition Group took part in four leading international trade shows: SupplySide Global in Las Vegas, PRIVEL in Madrid, White Label World Expo in London, and PLMA in Chicago.
Across continents, one message came through loud and clear: protein bars are no longer a niche. They are reshaping how consumers snack and how retailers grow.
SupplySide Global – Las Vegas, USA
At Mandalay Bay, our team joined one of the world’s biggest stages for food and nutrition innovation. The key takeaway was clear: protein is everywhere.
As Ashton Smedley, Business Development Manager, explains, “the interest in adding protein to all food and beverage categories keeps rising. The market for alternative protein sources is expanding as well, strongly driven by trends like GLP-1.”
That momentum was easy to feel across the show floor. The category is competitive and evolving quickly, with visitors showing strong interest in core bars as well as new shapes and formats. Many were looking for partners who can deliver consistent quality at scale, a space where EMPWR’s expertise makes a real difference.
We’re becoming known by major FMCG players and retailers as the go-to co-manufacturer for high-quality bars.”
Alongside meeting many new partners eager to enter the bar category, the team also reconnected with customers and suppliers who genuinely enjoy working with EMPWR. The combination of fresh interest and long-standing partnerships created a strong sense of momentum across the booth, with what Lacey Norris, Senior Business Development Director, described as “the positive partnerships with both customers and ingredient suppliers giving the entire team an uplifting and successful atmosphere.”
PRIVEL – Madrid, Spain
At the first-ever PRIVEL in Madrid, EMPWR stood out as a global manufacturer with quality, innovation, and proven private-label strength.
Innovation, craveable formats, and value-driven propositions dominated conversations, reinforcing why EMPWR’s expertise is increasingly sought after in the region.
Countries like Spain are moving quickly from niche consumption to mainstream adoption of protein bars. Retailers want the best quality, and at EMPWR, we deliver.”
Retailers and manufacturers from Spain and Latin America expressed strong interest in expanding their protein offerings, especially as consumers seek high-quality, better-for-you snacks.
As Marcia Alvarado, Digital and Product Marketeer, noted, “EMPWR’s bars received outstanding feedback for taste, texture, and overall quality, reinforcing our positioning as a partner capable of elevating private-label assortments.”
For the team, PRIVEL confirmed that the Spanish market is entering a new phase of growth, with retailers increasingly seeking innovative, premium-quality bars to meet rising consumer demand.
White Label World Expo – London, UK
At White Label World Expo, it was clear that the UK industry is increasingly looking to tap into the growing protein bar category. Interest came from both established businesses and new ventures exploring opportunities in healthy snacking. Visitors were eager to explore new recipes, innovative textures, and value-driven propositions that could help them enter or strengthen their position in the category. As Nathalie Vandenbogaerde, Sales Director, noted, “private-label bars are becoming a strategic growth driver. Companies see the potential, and we are ready to support that expansion.”
This shift is especially visible in the UK, where private label continues to accelerate and redefine the category.
Five of the UK’s top 20 protein bars are now private label, and multipacks and smaller formats continue to grow, giving UK businesses new ways to meet rising consumer demand.”
All together, the conversations made one thing clear: the UK market is ready for deeper collaboration and clearer pathways to winning in the protein bar space.
PLMA – Chicago, USA
At the Annual Private Label Trade Show in Chicago, EMPWR connected with global retailers who are shaping the next era of store-brand innovation. As Ashton Smedley, Business Development Manager, shared, “PLMA is essential for building and strengthening relationships with large retailers. It reinforced how fast the protein and healthy snacking categories are evolving and how important it is to be part of that momentum.”
Visitors showed strong interest in the accelerating growth of the protein bar category, with several major industry players approaching EMPWR directly to explore new opportunities. The level of engagement at the booth underscored the rising demand for high-quality partners capable of delivering innovation, superior texture, and consistent reliability.
The team left energized, inspired by conversations around flavor trends, format innovation, and the increasing focus on high-quality, value-driven protein bars across North America.
Driving the Future of Protein, Together
From Las Vegas to Madrid, London, and Chicago, this fall proved that protein bars are one of the most dynamic, fast-growing categories worldwide.
EMPWR is proud to support retailers and brands with superior taste, texture, quality, and innovation, helping them grow confidently in markets around the globe.
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