N!CK'S is accelerating its UK expansion with new listings across Morrisons, Ocado and Sainsbury's, adding to its existing presence in Boots and fitness clubs including Third Space.
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Leading the push are its protein wafer bars, which deliver 10g of protein per 40g bar with no added sugar, in five flavours spanning Chocolate, Vanilla, Orange Chocolate, Hazelnut and Peanut Butter. The brand is deliberately aiming at the gap between traditional confectionery and functional sports nutrition, pitching a more treat-led take on protein snacking.
Founded in Sweden in 2013 by Niclas Luthman after a prediabetes diagnosis, N!CK'S now spans 15 markets across confectionery, protein bars, ice cream and sweeteners, with non-frozen sales up 33% between 2023 and 2025. It is also building in out-of-home fitness, with a PureGym rollout due in December alongside Bannatyne and Fitness First.
"The UK is a hugely exciting market for N!CK'S," said Jesper Mathiasson, VP of sales, framing the brand's bet that "better-for-you can still be seriously indulgent."
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