Optimum Nutrition partners with Faber International to allow on-the-go consumers to snack smarter

The grab-and-go line-up includes two ON Cake Bites – in Birthday Cake and Chocolate Frosted Donut flavors; two ON Protein Crisp Bars – Vanilla and Toffee Pretzel; and two ON Protein Almonds – Dark Chocolate Truffle and Cinnamon Bun.

“We successfully launched our better for you grab-and-go line of snack options into the Convenience Channel at NACS last October, and since then, consumer demand has driven expansion into Food Service and National Specialty Retail channels,”​ said Jean Terminiello, national director of Immediate Consumption Sales for ON.

Faber International – founded as Faber, Coe & Gregg – has been selling news, gifts, books and convenient food and beverages to travelers passing through airports, train terminals and interstate thruways, as well as to hotel visitors and office workers since 1848.

Variety and convenience

According to Trevin Morton, senior brand manager of ON, more than half of adults snack three or more times a day, so variety and convenience are key drivers of ON innovation in the snack space.

“Protein is a smart snacking choice, as it helps people feel full and sustains energy,”​ said Morton.

“Cake Bites clearly hit a ‘sweet spot’ in the market,”​ he added, noting the snack feels like a ‘cheat’ but delivers 20g of protein from a blend of milk protein and whey protein isolate.

ON Protein Almonds contain two times the protein of regular coated almonds. Each single-serving sleeve provides 10g of protein and contains only 1-2g of sugar and no artificial colors or flavors.

Consumers are directed to these offerings through ON’s “Better On-The-Go” digital messaging campaign.

“We are excited to offer our consumers these better-for-you snacks that not only taste great, but provide the high-quality protein that consumers are seeking,”​ said Roberta Rubin, senior VP at Faber International.