Premier Nutrition revamps PowerBar with Clean Whey Protein line

EMERYVILLE, Calif. - Premier Nutrition on Monday introduced its new PowerBar Clean Whey Protein Bars and PowerBar Clean Whey Protein Drinks to a rapidly evolving portfolio of real and energizing foods. In response to consumer requests for cleaner ingredient labels, PowerBar Clean Whey products feature no artificial sweeteners, 2g of sugar and high quality whey protein for sustained energy.

"Clean foods have risen in popularity over the years as consumers have become more health conscious and savvy regarding how to power their bodies both on and off the field," stated  Eric Zaltas, VP R&D at Premier Nutrition Corporation. "PowerBar Clean Whey protein bars and drinks are on trend with the movement toward removing artificial sweeteners, colors and flavors from foods and utilizing high quality proteins, like the whey protein we use in the Clean Whey product line."

The Clean Whey products arrive in the midst of a complete relaunch for the brand, as PowerBar unveils a more approachable personality. With ongoing new product launches, PowerBar is reminding all active players in the sports world that its food and beverages offer convenient, nutrient dense and great tasting options.

"Earlier this year, we committed to better understanding our consumer and evolving our food and beverages to re-establish PowerBar as a brand for all athletes, including the many social sport enthusiasts who celebrate the joy and community of sport each week," says Doug Cornille, PowerBar VP marketing. "Our new Clean Whey product line is just another step in our journey to become more transparent and to power these communities through improved and on trend nutrition. It demonstrates our ability to listen to consumers and respond, and we are excited for the future of PowerBar."