N!CK’S has strengthened its UK retail presence with listings at Morrisons, Ocado and Sainsbury’s, alongside existing availability at Boots and selected fitness clubs.
The expansion supports the brand’s ambition to reach consumers beyond traditional sports nutrition, positioning its protein wafer bars as an alternative to conventional confectionery.
Protein wafers drive growth
The N!CK’S range comprises five flavours: Chocolate, Vanilla, Orange Chocolate, Hazelnut and Peanut Butter. Each 40g bar provides 10g of protein with no added sugar, combining a confectionery-style format with additional nutritional benefits.
Founded in Sweden in 2013 by Niclas Luthman, N!CK’S has expanded into 15 international markets, offering confectionery, protein bars, ice cream and sweeteners.
The company reports that its non-frozen sales increased by 33% between 2023 and 2025, reflecting growth across its confectionery and protein snacking portfolio.
Expanding beyond sports nutrition
Alongside its grocery expansion, N!CK’S is strengthening its presence in the fitness sector, with existing listings at Bannatyne, Fitness First and Third Space, and a PureGym rollout planned for December.
Jesper Mathiasson, VP of Sales at N!CK’S, said the new retail partnerships represent an important step towards making the brand’s products more accessible to UK consumers.
The strategy reflects growing opportunities for snacks that combine familiar confectionery formats with functional ingredients.
For retailers and distributors, the expansion highlights the increasing crossover between confectionery, everyday snacking and sports nutrition, as manufacturers seek to attract consumers looking for convenient protein options without compromising on taste.
