Grenade was founded in 2010 with a simple mission to become the number one brand in sports nutrition products. With strong historic performance, solid growth and share gains, Grenade has a strong eCommerce presence with approximately 25 percent of its sales from online channels.
Over the years leading up to Mondelēz International’s 2021 significant majority interest acquisition in Grenade, the brand has broadened its consumer base and launched new products including high-protein, low-sugar bars and has innovated into new adjacencies including ready to drink protein shakes and protein spreads.
Grenade is one of the category leaders in high-protein bars. Formerly known as the Carb Killa® Protein Bar, the bars have been the best-selling product in the segment since 2016 with a growing presence in the UK and availability across other regions including North America and Asia Pacific.