OREO Protein Bars Are Finally Invading America | How the End of GHOST & Mondelez Licensing Helped Grenade

It was just announced that the Best Selling Protein Brand in the UK market, Grenade, is expanding into America with Indulgent Flavors (Including Oreo). Back in August 2024, I made the following comments about the Grenade Oreo protein bars. I’d expect more resources allocated to geographic expansion. Grenade is sold in more than 80 countries worldwide, but almost 90 percent of its total net sales come from its home market of the UK. And the key to geographic expansion might come from leaning further into its cross-pollinated product innovation. At one point in the late-2010s, Grenade had been ramping up sales activity in the U.S. market, but then seemed to almost disappear in the early-2020s. The Grenade Oreo protein bars would almost certainly do great in the U.S. market, but my guesses are that the previous successful Mondelez licensing relationship with GHOST Lifestyle might be holding up that geographic expansion right now. While I’m not certain of the licensing deal length (GHOST Oreo Whey launched just over three years ago), or if GHOST even has negotiated “food rights” with the Oreo brand team…any U.S. market availability of the Grenade Oreo protein bar likely doubles the brand’s total revenue in 12 to 18 months with a proper strategic go-to-market execution. You can call it happenstance if you want, but the U.S. market launch timing of these Grenade Oreo protein bars certainly lines up with GHOST and Mondelez completely winding down their long-term licensing partnership. Now, we wait patiently to see if Grenade revenue doubles in the next 12-18 months like I predicted!