FRANK debuts UK’s first savoury vegetarian protein bar
FRANK, a new savoury, high‑protein snack bar brand, has secured its first major retail listing with Whole Foods Market UK, launching today across all six of the retailer’s stores and online.
The move marks the nationwide retail debut of what the brand claims is the UK’s only savoury vegetarian protein bar, positioning it as a challenger to the sugar‑heavy formats that dominate the category.
Developed as an antidote to the sweet, ultra‑processed profile of most protein bars, FRANK offers a savoury, high‑protein, high‑fibre alternative made entirely from natural ingredients. The launch taps into rising consumer demand for functional snacks that deliver sustained energy without sugar spikes or artificial additives.
The brand enters the market with two SKUs – Rosemary Sea Salt and Chilli Lime – designed for on‑the‑go consumption across afternoon snacking, pre‑ and post‑workout occasions, and meal‑adjacent moments. Each bar contains 16g of complete protein, 222 calories, and no added sugar or synthetic fillers.
Founder Sam, a documentary editor turned food entrepreneur, created FRANK after years of relying on snack bars during long editing sessions. “Too many protein bars stretch the truth,” he said. “When I couldn’t find a bar without the junk, or the sweetness, I made one – a savoury bar with real ingredients your body actually recognises. Whole Foods Market immediately understood our mission, and their backing shows just how much appetite there is for savoury, high‑protein snacking.”
Whole Foods Market’s category merchant Ellie O’Sullivan said the retailer was drawn to the bar’s clean label and flavour‑first approach. “Our customers want real, recognisable ingredients and products that taste good while nourishing their body. Creativity in this category is rife, but rarely does it tick every box – FRANK stood out as something completely new.”
FRANK’s launch follows strong early interest from buyers and consumers at the Lunch! 2025 trade show, where the savoury format resonated with attendees seeking alternatives to sweet protein snacks. The brand is backed by British entrepreneur Nick Birkett (Mr Bao, co‑founder Connect) and has simultaneously launched its direct‑to‑consumer site, eatfrank.com, while holding discussions with additional UK retail partners.
“After a year’s obsessive graft, we’re finally ready to share FRANK,” Sam added. “The reaction at Lunch! was unreal. We’re thrilled to partner with Whole Foods Market, who share our belief in making the healthy choice the easy one.”
