Creatine has been since around the 1990s, used by athletes and strength trainers. Consumer interest in creatine began to grow around 10 years ago, and has strengthened as evidence emerged of its benefits for peri-menopausal women, for energy and cognitive health. Google search interest has increased dramatically and now exceeds that of collagen. Creatine-related content has generated millions of posts across social media platforms.
It's creatine powders that dominate the market. According to Mintel, around 200 powders containing creatine have been launched over the last three years. But a few food and beverage products with creatine are emerging. Creatine has shown up in 16 new food products and 18 beverages over the last three years. Examples include protein bars, puddings, yogurts, yogurt drinks, peanut butter, energy drinks, and post-workout beverages.
One example is Chicago-based sports nutrition brand JimmyBar!. The company was founded in 2014 and in 2018 launched its "Bars With Benefits" range, a line focused on energy, recovery, focus, and immunity. In 2025, the brand debuted what it describes as America's first creatine protein bar.
Each 58g bar is made with "real" ingredients and delivers 20g of protein, 5g of creatine, and 4g of sugar. It is available in two flavours: Double Fudge Brownie and Chocolate Peanut Butter. The bars are positioned as an ideal pre- or post-workout snack, a breakfast option and an on-the-go snack. According to the brand, they are "designed to support strength, power, recovery, and cognitive performance."
Unsurprisingly, the brand relies heavily on social media channels for promotion. JimmyBar!'s Instagram and TikTok accounts have approximately 150,000 followers combined and feature product-focused user-generated content (UGC), as well as collaborations with athletes.
JimmyBar! counting on the appeal of the creatine and protein combo expanding its appeal beyond athletes to a wider health-conscious audience.
For a deeper look at the emerging creatine brands, innovation opportunities, and future growth prospects read our Strategy Briefing on Creatine: https://www.new-nutrition.com/nnbReport/display/390
