Mars Wrigley launches BE-KIND Protein Max in Germany

Mars Wrigley has expanded its BE-KIND product line in the German retail market with the introduction of the BE-KIND Protein Max series. Launched in mid-August 2026, the new line targets the growing functional food segment by combining high protein content with significant dietary fiber.

Each 60-gram bar contains 20 grams of protein and 12 grams of fiber, with peanuts as the primary ingredient. The series is available in two varieties: Caramel Peanut Crisp and Peanut Butter Choco Crunch. The product aims to address consumer trends where nutritional benefits, such as gut microbiome support through fiber, are becoming as important as protein content.

Market data highlights the strength of this sector; NielsenIQ reported a 48 percent revenue growth in the protein segment within food retail and drugstores for the period ending July 12, 2026. Mars Wrigley currently holds a 62.4 percent market share in this segment.