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1. THE UK MARKET RETAIL STORE VISIT BY THE FOOD
RESEARCH LAB ASDA, MILTON KEYNES, UK.
4TH OCTOBER 2022
0

2. AGEND
A
BACKGROUN
D
To understand the product availability in the
UK Supermarkets, especially at Asda’s.
Asda is one of the largest UK groceries by
market share, with 14.7% of the
supermarket sector after Tesco &
Sainsbury’s. Asda is seeking to overtake
Sainsbury as the UK’s second-largest grocery
0

3. SUPERMARKET
SWEEP
MARKET SHARE, MAY
2022
SOURCE: KANTAR, 2022 0

4. GREAT
BRITAIN
GROCERY MARKET SHARE (12 WEEKS
ENDING)
0

5. Brand Observed
Misfits Health produces vegan products that include protein
powder, protein-rich cereals and bars. The company began
in 2020 intending to create indulgent products. High
protein, reduced sugar, vegetarianism, and carbon footprint
are the characteristic features of the products. Initiatives
like measurement and offsetting were taken to reduce their
environmental impact.
Company overview:
Target Product Category : Bars
Name of the Product : Misfit Protein Bars
0

6. NUMBER OF FLAVOURS
There Are 14 Flavours
1) Protein bar Honeycomb
2) Cookie Dough Chocolate
3) Protein bar Choco S’mores
4) Protein Speculoos
5) Chocolate Caramel
6) White Choc Cookies N’Cream
7) White Coco Caramel
0

7. NUMBER OF FLAVOURS
There Are 14 Flavours
8) White Choc Birthday Cake
9) Dark Choc Brownie
10) Chocolate PB&J
11) White Choc Salted Peanut
12) Chocolate Hazelnut
13) White Choc Strawberries and Cream
14) Chocolate Banoffee
07

8. 18 IN A BOX
Item per serving weight : 35g
Suitable for: Vegetarians
RDA for Indians - 0.8 to 1 g protein per kg body weight per day – ICMR
RDA for UK - RNI is 0.75g of protein per kg bodyweight per day – Nutrition.org.uk
When to take at Mealtimes
Activity: Great option when you require that extra energy.
Country of Manufacturer: United Kingdom
Features: 12g of protein, 1.1g of sugar, 131kcal energy
NUMBER OF LAYERS
0

9. Humectant:
Glycerine
Allergen:
Soya and Peanut, nuts, sesame seeds, and
sulphites may also be present
Fibre Source:
Chicory Root Fibre, Beet Fibre,
Sweetener:
Stevia Extract
Chocolate Cookie Dough:
Velvety vegan milk chocolate
envelops high-protein cocoa
crispies flavoured with smooth
caramel and sweet cookie dough.
Emulsifier:
Sunflower Lecithin
Nutritional information per serve:
Energy: 429kcal
Fat: 22..9g
Carbohydrate: 14.3g
Sugar: 2.1g
Protein: 33.4g
Fibre:21..9g
Salt:0.5g
Plant Protein blend:
(Isolated pea protein, Soya Protein
Nuggets (Soya Protein Isolate,
Cocoa, Tapioca Starch), Soya
Protein Isolate), Chocolate Flavour
0

10. Humectant:
Vegetable Glycerine,
Peanut Paste
Fibre Source:
Chicory Root Fibre, Beet Fibre,
Allergen:
Soya and Peanut, nuts, sesame seeds, and
sulphites may also be present.
Sweetener:
Xylitol, Cocoa Mass
Chocolate honeycomb:
Crunchy vegan honeycomb pieces
form an exciting addition to the soft
and chewy base, topped with golden
caramel consisting of sweet and syrup
flavours wrapped by creamy vegan
chocolate.
Emulsifier:
Sunflower and rapeseed
Lecithin,
Nutritional information per serve:
Energy: 408kcal
Fat: 19.3g
Carbohydrate: 20.3g
Sugar: 6.2g
Protein: 33.5g
Fibre: 3.1g
Salt: 0.15g
Plant Protein blend:
(Isolated pea protein, Soya Protein
Nuggets (Isolates from Soya
Protein, Tapioca Starch, Sea Salt),
Soya Protein Isolate)
1

11. Fibre Source:
Chicory Root Fibre, Beet Fibre,
Allergen:
Soya and Peanut. Nuts, sesame seeds and
sulphites may be present.
Sweetener:
Stevia Extract
Chocolate Caramel:
Welcome to caramel heaven! The OG
Misfits bar is loaded with ooey-gooey
caramel and encased in creamy vegan
milk chocolate.
Emulsifier:
Sunflower Lecithin
Nutritional information per serve:
Energy:406kcal
Fat: 20.4g
Carbohydrate: 12g
Sugar: 1.8g
Protein: 35.0 g
Fibre: 20.7g
Salt: 0.7g
Plant Protein blend:
Isolated Pea Protein, Soya Protein
Nuggets (Soya Protein Isolate,
Cocoa, Tapioca Starch), Soya
Protein Isolate)
1

12. Fibre Source:
Chicory Root Fibre, Beet Fibre,
Allergen:
Soya and Peanut; It may also contain Nuts,
Sesame Seeds and Sulphites.
Sweetener:
Stevia Extract
Chocolate S’Mores:
Possibly our most requested flavour of all
time. We’ve gone and made our most
indulgent protein bar yet. A biscuity base,
with our gooiest chocolate caramel ever and
a sprinkle of vegan mini marshmallows (!!). A
work of art. We handed out over 2000
samples ahead of the launch and asked
customers to rate the bar based on taste, and
it was rated 8.7 out of 10. Nutritional information per serve:
Energy:427kcal
Fat: 21 g
Carbohydrate: 18.2g
Sugar: 71g
Protein: 31.3g
Fibre: 21.3g
Salt: 0.5g
Emulsifier:
Sunflower Lecithin
Plant Protein blend:
(Isolates from pea protein, SOYA
Protein Nuggets (SOYA Protein
Isolate, Cassava Starch, Sea Salt),
SOYA Protein Isolate)
1

13. Thickener:
Gum
Acacia
Flavor:
Natural Flavouring
Humectant:
Vegetable Glycerine,
Colors:
Allergen:
Soya and Peanut. The product may contain
Nuts, Sesame Seeds and Sulphites.
Others:
Cocoa Mass, Soya Flour
Fat Source:
Cocoa Butter, Coconut Oil
Fibre Source:
Chicory Root Fibre, Beet Fibre Sweetener:
Xylitol, Stevia Extract
(Steviol Glycosides)
Chocolates Speculoos:
The bar has a delicious caramel and
biscuit flavour with a hint of cinnamon.
A best seller for a reason, but whatever
you do, don’t call it b*scoff.
Plant Protein blend:
(Isolates from pea protein, Soya
Protein Nuggets (Soya Protein
Isolate, Cocoa, Tapioca Starch),
Isolates from soya protein)
Acidifying Agent:
Citric Acid
Extract:
Green Tea Extract
Emulsifier:
Sunflower Lecithin
Nutritional information per serve:
Energy: 399kcal
Fat: 19.3g
Carbohydrate: 12.6g
Sugar: 2.1g
Protein: 33.8g
Fibre: 24.3g
Salt: 0.4g
1

14. Colors:
Thickener:
Gum
Acacia
Flavor:
Natural Flavouring
Humectant:
Vegetable glycerine
Allergen:
The product contains Soya and peanuts
and may also contain Sesame seeds, Nuts
and Sulphites.
Acidifying Agent:
Citric Acid
Fat Source:
Coconut Oil, Cocoa Butter
Fibre Source:
Chicory Root Fibre, Beet Fibre Sweetener:
Sugar, Stevia Extract
(Steviol Glycosides)
White Choc Caramel:
The dreamy and creamy product is
packed with protein, which is best for
white chocolate lovers. We’ve
transformed our OG best seller ‘caramel’
into a heavenly white choc bar.
Nutritional information per serve:
Energy: 189 kcal
Fat: 9.3 g
Carbohydrate: 6.7 g
Sugar: 2.8 g
Protein: 15.0 g
Fibre: 10.0 g
Salt: 0.2 g
Emulsifier:
Rapeseed
Lecithin, Peanut Paste
Extract:
Green Tea Extract
Others:
Flavoured Cocoa Butter
Coating with Rice (13%):
(Cocoa Butter, Rice Powder
(Rice Syrup, Rice Starch, Rice
Flour)
Plant Protein blend:
(Isolates from pea protein, Soya
Protein Nuggets (Soya Protein
Isolate, Cocoa, Tapioca Starch),
Isolates from soya protein)
1

15. Colors:
Acidifying Agent:
Citric Acid
Fat Source:
Cocoa Butter, Coconut Oil
Thickener:
Gum
Acacia
Flavor:
Natural Flavouring
Humectant:
Vegetable Glycerine
Allergen:
Fibre Source:
Chicory Root Fibre, Beet Fibre Sweetener:
Sugar, Stevia Extract
(Steviol Glycosides)
White Choc Cookies ‘N Cream:
This classic combo can’t go wrong. Expect
a caramel layer, cookie crumble pieces
and velvety white chocolate.
Extract:
Green Tea Extract
Emulsifier:
Sunflower Lecithin
Nutritional information per serve:
Energy: 408kcal
Fat: 19.3g
Carbohydrate: 12g
Sugar: 6.2g
Protein: 33.5.g
Fibre: 17.9g
Salt:0.5g
Others:
Rice Powder (Rice Syrup, Rice
Starch, Rice Flour)
Bulking Agent:
Plant Protein blend:
(Pea Protein Isolate, Soya Protein
Nuggets (Soya Protein Isolate,
Cocoa, Tapioca Starch), Soya
Protein Isolate)
1

16. Colors:
Thickener:
Gum
Acacia
Flavor:
Natural Flavouring
Humectant:
Vegetable Glycerine,
Allergen:
May also contain Nuts, Sesame Seeds and
Sulphites.
Acidifying Agent:
Citric Acid
Fat Source:
Cocoa Butter, Coconut Oil
Fibre Source:
Chicory Root Fibre, Beet Fibre Sweetener:
Stevia Extract (Steviol
Glycosides), Xylitol
Dark Choc Brownie:
Made for the ultimate sweet tooth, it’s
fudgy, rich, super chocolatey and guilt-
free. Perfection.
Emulsifier:
Extract:
Green Tea Extract
Others:
Cocoa Mass, Reduced Fat
Cocoa powder
Bulking Agent:
Plant Protein blend:
(Pea Protein Isolate, Soya Protein
Nuggets (Soya Protein Isolate,
Cocoa, Tapioca Starch), Soya
Protein Isolate)
Nutritional information per serve:
Energy:429kcal
Fat: 20g
Carbohydrate: 18.1g
Sugar: 2.2g
Protein: 34g
Fibre:25.8g
Salt:0.7g
1

17. Colors:
Thickener:
Gum
Acacia
Flavor:
Natural Flavouring
Humectant:
Vegetable Glycerine,
Allergen:
Soya and Peanut. Nuts, Sesame seeds and
Sulphites may also be present in the
product.
Acidifying Agent:
Citric Acid,
Fat Source:
Cocoa Butter, Coconut Oil
Fibre Source:
Chicory Root Fibre, Beet Fibre Sweetener:
Sugar, Stevia Extract
(Steviol Glycosides),
White Choc Birthday Cake:
Get ready to party like your birthday.
Topped with a jammy filling, coated in
vegan white chocolate and finished with
rainbow sprinkles
Extract:
Green Tea Extract
Bulking Agent:
Plant Protein blend:
(Pea Protein Isolate, Soya Protein
Nuggets (Soya Protein Isolate,
Cocoa, Tapioca Starch), Soya
Protein Isolate)
Emulsifier:
Sunflower Lecithin
Nutritional information per serve:
Energy: 411kcal
Fat: 18.7g
Carbohydrate: 16.6g
Sugar: 6.6g
Protein: 33.3.g
Fibre: 22.7g
Salt:0.7g
Others:
Reduced Fat Cocoa Powder
1

18. Colors:
Thickener:
Gum
Acacia
Flavor:
Natural Flavouring
Humectant:
Vegetable Glycerine,
Allergen:
Soya and Peanut, and may also contain
Nuts (Almonds, Cashews, Hazelnuts,
Pecans, and Walnuts)
Acidifying Agent:
Citric Acid
Fat Source:
Cocoa Butter, Coconut Oil
Fibre Source:
Chicory Root Fibre, Beet Fibre Sweetener:
Stevia Extract (Steviol
Glycosides), Xylitol
Chocolate PB&J:
Inspired by America’s greatest sandwich,
we’ve combined a peanut butter base
with a gooey jelly layer and a coat of
smooth vegan milk chocolate
Extract:
Green Tea Extract
Emulsifier:
Sunflower Lecithin
Others:
Cocoa Mass, Reduced Fat
Cocoa powder
Bulking Agent:
Plant Protein blend:
(Pea Protein Isolate, Soya Protein
Nuggets (Soya Protein Isolate,
Cocoa, Tapioca Starch), Soya
Protein Isolate)
Nutritional information per serve:
Energy:409kcal
Fat: 20.7g
Carbohydrate: 12.7g
Sugar: 2.2g
Protein: 34.1g
Fibre:22.6g
Salt:0.5g
1

19. Colors:
Thickener:
Gum
Acacia
Flavor:
Natural Flavouring
Humectant:
Vegetable Glycerine,
Allergen:
The product contains Soya and peanuts.
Sesame seeds, nuts and sulphites may also
be present.
Acidifying Agent:
Citric Acid
Fat Source:
Cocoa Butter, Coconut Oil
Fibre Source:
Chicory Root Fibre, Beet Fibre Sweetener:
Sugar, Stevia Extract
(Steviol Glycosides)
White Choc Salted Peanut:
One for white chocolate lovers. Think
lightly salted peanut pieces combined
with a layer of caramel wrapped in
creamy vegan white chocolate.
Emulsifier:
Sunflower Lecithin
Nutritional information per serve:
Energy: 411kcal
Fat: 18.7g
Carbohydrate: 16g
Sugar: 6.3g
Protein: 33.6g
Fibre: 22g
Salt:0.3g
Extract:
Green Tea Extract
Others:
Rice Powder (Rice Syrup, Rice Starch,
Rice Flour), Peanut Nibs, Reduced Fat
Cocoa Powder, Himalayan Salt
Bulking Agent:
Plant Protein blend:
(Pea Protein Isolate, Soya Protein
Nuggets (Soya Protein Isolate,
Cocoa, Tapioca Starch), Soya
Protein Isolate)
1

20. Colors:
Acidifying Agent:
Citric Acid
Fat Source:
Cocoa Butter, Coconut Oil
Thickener:
Gum
Acacia
Flavor:
Natural Flavouring
Humectant:
Vegetable Glycerine,
Allergen:
Soya and Almond; may also contain Nuts,
Peanuts, Sesame Seeds and Sulphites.
Fibre Source:
Chicory Root Fibre, Beet Fibre Sweetener:
Stevia Extract (Steviol
Glycosides), Xylitol
Chocolate Hazelnut:
We’re nuts about this flavour! It’s ultra-
chocolatey with a perfect kiss of hazelnut
flavour and our signature gooey caramel
layer. The product is a chef’s kiss.
Extract:
Green Tea Extract
Bulking Agent:
Plant Protein blend:
(Pea Protein Isolate, Soya Protein
Nuggets (Soya Protein Isolate,
Cocoa, Tapioca Starch), Soya
Protein Isolate)
Emulsifier:
Sunflower Lecithin,
Others:
Soya Flour, Almond
Paste
Nutritional information per serve:
Energy:423kcal
Fat: 22g
Carbohydrate: 14g
Sugar: 2.2g
Protein: 34g
Fibre:21.1g
Salt: 0.7g
2

21. Colors:
Thickener:
Gum
Acacia
Flavor:
Natural Flavouring
Humectant:
Vegetable Glycerine,
Allergen:
Soya and Peanut; May also contain Nuts
(Almonds, Cashews, Hazelnuts, Pecans and
Walnuts).
Acidifying Agent:
Citric Acid
Fat Source:
Cocoa Butter, Coconut Oil
Fibre Source:
Chicory Root Fibre, Beet Fibre Sweetener:
Stevia Extract (Steviol
Glycosides), Xylitol
Chocolate Banoffee:
You’ll go wild over our twist on a banoffee
pie. With Sweet banana and toffee
flavours, a generous layer of caramel and
vegan milk chocolate coating makes the
bar complete.
Nutritional information per serve:
Energy: 424kcal
Fat: 21.5g
Carbohydrate: 15.1g
Saturates -9g
Sugar: 2.2g
Protein: 33.5g
Fibre: 22.5g
Salt:0.5g
Emulsifier:
Sunflower Lecithin,
Extract:
Green Tea Extract
Others:
Peanut Paste, Reduced Fat Cocoa
Powder, Himalayan Salt, Natural
Flavours, Water
Bulking Agent:
Plant Protein blend:
(Pea Protein Isolate, Soya Protein
Nuggets (Soya Protein Isolate,
Cocoa, Tapioca Starch), Soya
Protein Isolate)
2

22. Colors:
Thickener:
Gum
Acacia
Flavor:
Natural Flavouring
Humectant:
Vegetable Glycerine,
Allergen:
Soya and Peanut may also contain Nuts
(Almonds, Cashews, Hazelnuts, Pecans and
Walnuts).
Acidifying Agent:
Citric Acid
Fat Source:
Cocoa Butter, Coconut Oil
Fibre Source:
Chicory Root Fibre, Beet Fibre Sweetener:
Stevia Extract (Steviol
Glycosides
White Choc Strawberries N Cream:
Serving up a summer classic, expect a
sweet and creamy base and gooey fruity
layer wrapped in our signature smooth
vegan white choc. Don’t sleep on this one
- like summer; it won’t last forever.
Nutritional information per serve:
Energy:413kcal
Fat: 19.2g
Carbohydrate: 15.7g
Sugar: 6.4g
Protein: 33.4g
Fibre:23.9g
Salt: 0.5g
Emulsifier:
Sunflower Lecithin,
Extract:
Green Tea Extract,
Beetroot powder
Others:
Flavoured Cocoa Butter Coating with
Rice (13%), Rice powder (Rice syrup,
Rice Starch, Rice Flour), Peanut Paste,
Water, Himalayan salt
Bulking Agent:
Plant Protein blend:
Pea Protein Isolate, Soya Protein
Nuggets (Soya Protein Isolate,
Cocoa, Tapioca Starch), Soya
Protein Isolate)
2

23. 2
At Food Research Lab, our new food product development scientists
formulate protein-rich bars from various healthy and nutritious raw
materials. Our contract research team assists manufacturers and start-ups
in developing food products that can meet the recommended dietary
allowances guidelines, required shelf life and sensory. Our facility enables
us to conduct pH, acidity, water activity, texture analysis, microbial analysis,
antioxidant activity, total flavonoid content, phenolic content, and sensory
analysis.

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