Health-conscious millennials have more healthy snacking options with the launch of Protein Candy in North America. The snack will be available in Canada through Sobeys and Circle K stores.

The brand, which has four SKUs and bills itself as a healthy option in the snack space, contains 100 times more protein than any other candy on the market, according to a press release.

Morgan Kingdon, director of marketing for Protein Candy, says the brand’s core customers are professional, health-conscious millennials and hardcore gym-goers who want a healthy snack option. Availability at two different retail partners allows Protein Candy to align with its target market and distribution strategy, the brand says.

“Sobeys allows us to reach consumers looking for delicious candy and better-for-you options while doing their regular grocery shopping,” Kingdon says. “Circle K, on the other hand, connects us with a more convenience-focused customer base, those who are on the go and might be looking [for] a better-for-you candy option.”

Influencer partnerships include Canadian pro basketball player Brian Wallack, fitness trainer and influencer Haley Beth, as well as fitness enthusiast DJ Cristy Lawrence.

Additionally, Protein Candy is also giving out samples of its products throughout the month at Toronto landmarks like the CN Tower, Union Station, The Well and Trinity Bellwoods. From Sept. 21 to 22, Protein Candy also appeared at a Canadian Health Food Association (CHFA) trade show at Toronto’s Exhibition Place.

The campaign was spurred by growth in the sugar-free confectionery market, which is expected to reach $4.13 billion globally by 2034, according to the latest Fact.MR market research numbers. Meanwhile, the protein supplements market is on track to double to reach $10.8 billion by 2030, according to Grand View Research.

The campaign includes digital advertising, as well as OOH billboards and transit ads, which highlight the product’s protein content. There is also a shopper marketing program, which Kingdon calls “the final and most critical step in [terms of] getting our products into consumers’ hands.”

Creative was developed by its internal team, with PR by Verified Communications. Shopper marketing is currently being managed in-house directly with Circle K and Sobeys. Toronto consultancy George St Growth is handling the OOH buy.