Cruva Social Intelligence · UK TikTok Shop · Last 30 days (May 12 – Jun 11, 2026)
UK protein bar market
Protein bars, protein snacks, and bar-led bundles
Top product GMV
$17.8K
Protein Works vegan bundle
Category leader
Grenade
12+ active SKUs tracked
Top single-bar SKU
$13.7K
Grenade Creme Egg, 2,291 units
Widest creator reach
1,048
Warrior Crunch 12-pack
Brand landscape
Brands by 30-day GMV
GMV figures are whole-brand, all SKUs
| Brand | GMV (30d) | Creators | Videos | GMV/creator | |
|---|---|---|---|---|---|
| 1 | Warrior Supps (bars + supps) | $372,602 | 5,946 | 5,629 | $63 |
| 2 | Free Soul (bars + range) | $349,862 | 16,170 | 4,333 | $22 |
| 3 | Myprotein (Impact bars + range) | $203,121 | 3,395 | 2,352 | $60 |
| 4 | Protein Works | $78,883 | 1,309 | 1,459 | $60 |
| 5 | Grenade | $33,604 | 1,821 | 536 | $18 |
| 6 | Bulk | $29,469 | 779 | 555 | $38 |
Product rankings
Top products by GMV
| Product | GMV | Units | Creators | Price | |
|---|---|---|---|---|---|
| 1 | Protein Works Vegan Starter Bundle (3 bars + powder + shaker) | $17,776 | 757 | 113 | $28.23 |
| 2 | Grenade Soft Core Creme Egg | $13,711 | 2,291 | 1,023 | $5.99 |
| 3 | Mars Orange Choc Hi Protein 12x55g | $7,138 | 288 | 119 | $24.94 |
| 4 | Warrior Crunch 12 x 64g | $5,799 | 222 | 1,048 | $25.22 |
| 5 | YuBi Bar Variety Box 12pk | $3,497 | 248 | 231 | $13.42 |
| 6 | Grenade Selection Box | $3,436 | 573 | 38 | $5.99 |
| 7 | Grenade Dark Choc Mint (short-dated) | $1,995 | 333 | 43 | $5.99 |
| 8 | Grenade White Chocolate Cookie | $1,540 | 256 | 134 | $5.99 |
| 9 | Grenade Birthday Cake | $1,468 | 247 | 188 | $5.99 |
| 10 | Grenade Caramel Chaos | $1,434 | 240 | 296 | $5.99 |
| 11 | Grenade Creme Egg 18 x 45g box | $778 | 248 | 18 | $27.42 |
| 12 | Furocity Fudge Brownie 15 bars | $741 | 25 | 41 | $27.10 |
| 13 | Grenade Fudged Up | $502 | 84 | 92 | $5.99 |
| 14 | Grenade Peanut Nutter | $346 | 59 | 22 | $5.99 |
| 15 | Warrior Creatine Bars 12pk | $344 | 16 | 574 | $14.85 |
| 16 | Grenade Jaffa Quake Orange | $320 | 51 | 64 | $5.99 |
| 17 | USN Trust Cookie Bars 12x60g | $278 | 138 | 20 | $2.00 |
| 18 | Grenade OREO | $251 | 40 | 74 | $5.99 |
| 19 | Grenade OREO White | $231 | 37 | 108 | $5.99 |
| 20 | Free Soul Plant-Based Bars 12pk | $174 | 14 | 86 | $13.44 |
Visual breakdown
Creator reach vs. revenue per product
Bubble area = units sold
Strategic insights
Key takeaways for Cruva
- Grenade owns the shelf but not the revenue — 12+ active SKUs and the #1 single-bar product (Creme Egg, $13.7K, 1,023 creators), yet only $33.6K total brand GMV from 1,821 creators. Massive SKU breadth, thin per-SKU conversion. They're the clearest "needs creator-program infrastructure" pitch in the category.
- Limited editions are Grenade's engine — Creme Egg (seasonal collab) outsold their entire evergreen range combined. The playbook is working; the question is whether they can systematise creator activation around each drop instead of relying on novelty.
- Warrior has reach without sell-through on bars — 1,048 creators on the Crunch 12-pack but only 222 units. Their $372K brand GMV is powder/supplement-led; bars are a seeding exercise so far. Creatine bars (574 creators, 16 units) confirm the pattern.
- Bundles beat bars on GMV — the #1 "bar" product is actually Protein Works' starter bundle ($17.8K, $28 AOV). Single bars at £4–6 price points struggle to build GMV; multipacks and kits are where the revenue is.
- Big CPG is entering — Mars' Hi Protein 12-pack did $7.1K with just 119 creators (best GMV-per-creator in the table). Mainstream confectionery brands crossing into protein with TikTok-native packs is the category's biggest competitive shift.
- The category is shallow below the top 5 — after Grenade/Warrior/Mars/Protein Works/YuBi, SKUs drop to sub-$500 GMV fast. Plenty of whitespace for a challenger brand willing to run a real affiliate program — or for Cruva to land the brands trying.
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