Takeaways, a new US snack bar brand with a DTC focus, aims to reinvent the protein bar category by taking the opposite approach to almost every competitor. Instead of sweet, dessert-inspired flavours, it offers savoury, cheese-based protein bars.

Ashley Baxter, the brand's founder, saw the protein bar market as overcrowded with sweet options, while the savoury snack category lacked protein-focused alternatives. The brand is built around the idea of making "savoury the new sweet" by offering indulgent, cheese-forward puffed snack bars that combine great taste with benefits, including convenience for busy consumers and support for meeting their daily protein goals.

Takeaways launched its puffed snack bars in three flavours: White Cheddar, Cheese Pizza, and Pepper Jack. Made with whey protein and casein, the bars deliver a 1:10 protein-to-calorie ratio. Each 32g bar delivers:

• 12g of protein

• 3g of fibre

• 1-2g of sugar

• 120 calories

Messaging includes:

• Complete protein to go

• All 9 essential amino-acids

• Clean finger food

The brand targets consumers looking for higher-protein snacks who are looking for an alternative to sweet protein bars, who want to snack and reduce their sugar intake, prefer savoury flavours, and value convenient, on-the-go options.

Whether Takeaways succeeds or not, its launch reflects a broader shift in the protein category. As the market becomes increasingly crowded, brands are looking beyond higher protein claims and focusing on finding unmet consumer needs, differentiated flavours and stronger brand positioning. Takeaways is betting that the future of protein snacks could be savoury rather than sweet.