BRAND ASSOCIATION

A clear aspect of the evolution in FTG is sports nutrition becoming part of everyday purchasing habits, particularly within meal deals. And for the Warrior brand, its innovative products fit ideally into this pattern. 

“Consumers are actively seeking out higher-protein, functional options to enjoy alongside their lunch,” said founder of Warrior, Kieran Fisher.  

“There is also a growing demand for more premium options, and while there is still a clear role for traditional meal deal options, higher quality is increasingly important, which enhance the perceived value for money. Trusted brands are playing a bigger role than ever. Shoppers are discerning, gravitating towards names they recognise and believe in, especially when it comes to products with added nutritional benefits.

“More broadly, FTG is no longer just about sustenance. Consumers are looking to tick-off multiple nutritional requirements in one go – whether that’s protein intake, lower sugar or simply feeling like they’re making a healthier choice.”

And while FTG is on a real high right now, Fisher believes it still needs to strike a delicate balance. 

“Food inflation is putting pressure on suppliers to hit prices that are realistic for the end consumers. While hospitality has the luxury charging truly premium prices given its clientele, so FTG has to hit very specific price points.

“But the consumer demand is there, despite ongoing pressure, which is largely down to its flexibility. The range of operators, price points and bundled meal deals means there’s something accessible for almost every budget."

“We’re also seeing a resurgence in impulse purchasing, driven by more people returning to offices and structured routines. Introducing broad and premium FTG options, alongside compelling meal deals, allows retailers to cater to a wider audience, from value-led shoppers to those willing to pay more for extra quality or added nutritional benefits.”

CLEAR COMMUNICATION

Across food & drink, the consumer desire for the power of protein is unmistakeable. Just a few months ago, Sainsbury’s launched a cross-category rollout incorporating meals, wraps, salads, bakery and sandwiches specifically designed for this market.

“Shoppers want added protein, with functional ingredients like creatine, high fibre and lower sugar and salt content,” continued Fisher. “At Warrior®, we’ve built our range around those needs. A great example is Warrior® RAW; our low-sugar, high-protein flapjack delivering 20g of protein per bar while remaining HFSS compliant. They are also high in fibre and Halal friendly.”

And it’s no longer enough to make a claim – you have to deliver and communicate it clearly and simply. 

“Trust is critical, particularly in the healthy snacking space. Consumers need confidence that the product they’re choosing for its nutritional benefits actually delivers. Ultimately, it comes down to credibility. If you can combine a trusted brand with honest communication and products that genuinely perform, you can stand out, even in a category that’s traditionally been dominated by high-sugar options.”

And with Warrior available in over 30 countries worldwide, its message is clearly having an impact.