Adventurer, television personality and author Bear Grylls has teamed up with Tobar to develop a line of insect powder health bars.
Beanstalk, Grylls’ brand extension agency, brokered the deal.
The range will include performance-oriented protein and energy bars featuring protein made with insect powder from buffalo worms, which are grown in European insect farms. It will also come in a variety of flavors including apricot; apple, caramel and cinnamon; cranberry and chia; dark chocolate and fig; and orange and dark chocolate.
The Bear Grylls insect powder bars are expected to launch later this year and will be available throughout Europe.
Beanstalk will exhibit the Bear Grylls portfolio at Brand Licensing Europe at stand K80.