PowerBar Undergoes Rebranding

PowerBar is preparing to relaunch, including refreshed packaging for new products and an expanded target.

According to company executives, the move is intended to expand the brands’ appeal beyond marathoners and triathletes. Including a new advertising campaign, Powerbar will be targeting 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.

“Sports have evolved. Athletes have evolved. And now, after a long slumber, PowerBar has evolved,” said Doug Cornille, PowerBar VP of 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.”

The brand also debuted a new protein shake and launched a new line of reduced sugar protein bars at the start of 2016.