Welsh family bakery Brace’s has partnered with former Wales and Lions rugby captain Sam Warburton to release a three-strong range of high-protein baked goods.
Called Sam’s Sport Active, the range features two 800g loaves – High Protein White and High Protein Prograin – which will be exclusively stocked in Tesco stores across south Wales and the south west of England from September 2019.
Described as perfect for sandwiches, the High Protein White has over 12g of protein per two slices –nearly double the 6.4g of protein found in two slices of Brace’s Luxury Medium Sliced White.
The High Protein Prograin, meanwhile, contains 12.2g of protein per two slices alongside sunflower seeds, linseed, rye, barley and maize. It also has 6.8g of fibre per two slices.
Completing the range are Sam’s Wheels High Protein Welsh Cakes, available in twin packs and described as “the perfect size for cycling enthusiasts looking for an energy-boosting snack”.
“We’ve been distributing our products for over 100 years now and are well aware of the need to remain reactive to consumer trends and what’s popular,” said Brace’s director Jonathan Brace.
“We know more and more people are looking to increase the amount of protein in their diets, so it’s important we offer products that meet the needs of the ever-increasing health-conscious shopper.”
He added that there were many other ideas in the pipeline for the partnership with Warburton, stating that this was “definitely just the start”.
The NPD was a result of a meeting between Sam Warburton and the bakery. According to Brace’s, Warburton realised there weren’t any tasty bakery products on the market containing a high source of protein in order to help sustain an active lifestyle.
“We agreed to come up with some concept products and, once I tested them, I knew they would be good enough to take to market,” Warburton said.
“Before I knew it, Sam’s Sport Active had hit the ground running and I’m really excited about unveiling this exciting new brand at this year’s Royal Welsh Show.”
Earlier this year, Brace’s created a Welsh Legends range comprised of four loaves, each with a name that celebrates Welsh culture.