World-renowned adventurer and best-selling author, Bear Grylls, has partnered with Tobar, a UK-based business since 1973, to create a cutting edge range of insect powder based health bars.
Beanstalk, Bear Grylls’ brand extension licensing agency, brokered the agreement. Building on the tremendous brand loyalty behind adventurer and global television personality Bear Grylls, the range will leverage the brand’s vision to ‘Inspire, Equip and Empower.’ The insect powder bars are set to launch in late 2018 and will be available across Europe. The insect powder product range consists of high-protein insect powder bars and energy insect powder bars that contain protein made with insect powder from buffalo worms, which are grown in European insect farms. The new insect powder products are all gluten free, high in fiber and contain no artificial ingredients.
Gary Bartlett, Specialist Product Developer at Tobar, says, “Farming insects uses significantly less land and water, produces fewer greenhouse gasses and is a highly nutritious alternative to traditional protein production. We are hugely excited to work with Bear Grylls on this project to promote the benefits of buffalo worm powder and the health bar range to fans.” The two high-protein insect powder bars are apricot, cranberry and chia flavour and dark chocolate and fig flavour whilst the energy insect powder bars are orange and dark chocolate and apple, caramel and cinnamon.
Bear Grylls is former British Special Forces, an Everest mountaineer, TV host and a No. 1 best-selling author. He has become known around the world as one of the most recognized faces of survival and outdoor adventure. His Emmy award-winning television shows, Man vs. Wild and Born Survivor, have become two of the most watched programmes on the planet, with an estimated audience of 1.2 billion. Since then he has gone on to host more extreme adventure TV shows across more global networks than anyone else in the world, including the BAFTA award-winning The Island with Bear Grylls and BAFTA award-winning Bear Grylls Survival School. In addition Bear produces and hosts ‘Bear’s Mission with…’ for ITV, NBC’s ‘Running Wild’, ‘Absolute Wild’ for Dragon TV in China and ‘Face the Wild’ for Facebook Watch. Bear is an Honorary Colonel to the Royal Marine Commandos and the youngest-ever Chief Scout, and inspiration to fifty million Scouts worldwide.
Rupert Tate, CEO of Bear Grylls Ventures, says: “We are excited to bring these protein bars to market, with Tobar.The brand’s vision to Inspire, Equip and Empower will transfer perfectly into the health bars.” Lisa Reiner, Managing Director of Beanstalk for Europe and Asia Pacific, commented, “As the global authority in outdoor adventure, Bear Grylls is constantly testing boundaries and sharing his stories with fans. The new range insect powder bars captures the essence of the Bear Grylls brand and allows fans to fuel their next adventure.”