PowerBar is rebranding its image for greater mass appeal

EMERYVILLE, Calif. - PowerBar is undergoing a massive relaunch to pledge to athletes worldwide that it is back and ready to power and inspire the athlete in everyone once again, the company announced Tuesday. Without losing sight of its strong sports heritage, the brand is in the midst of a transformation, which includes new products and refreshed packaging. 

 

"Sports have evolved. Athletes have evolved. And now, after a long slumber, PowerBar has evolved," stated Doug Cornille, PowerBar VP marketing. "For a long time, our products did not meet what athletes wanted. We're changing that, and are improving all of our products to meet consumer demands for the right macronutrients, lower sugar, whole food ingredients, easy-to-understand labels, and superior taste. As you'll soon hear, 'Welcome to the new us.'"

 

A redesigned website will also accompany a new digital campaign, event activations and athlete sponsorships.  

 

Earlier this year, the brand debuted a new protein shake and launched a new line of reduced sugar protein bars. New Simple Fruit Energy Food, a real fruit puree, will hit stores next to the sports gels in April with additional nutrient-dense foods rolling out in 2016 and beyond.

 

Showcasing a more approachable personality, the brand's first advertising campaign in recent years is set to launch in April. The campaign will demonstrate the brand's new outlook and show that PowerBar is no longer exclusively for the marathoner or triathlete. Instead, PowerBar is for soccer, football and basketball players, as well as skiers, surfers, kayakers, spin cyclists, cross trainers, kickboxers, spike ballers, urban parkours, and all other active players in the sports world.