Premier Protein, the great-tasting everyday protein bar brand, has announced that professional dancer, TV judge and fitness fan, Oti Mabuse, will be the face of its new campaign to drive awareness of the protein packed range throughout February.

Recognised as a key time when people start to break their New Year fitness resolutions, Oti’s content will be live throughout February, featuring feel good fitness advice for her 550,000+ Instagram audience.

The activity is part of Premier Protein’s wider six-months campaign to reach six million healthy snackers, across social and shopper, raising awareness of the brand in the UK.

The brand intends to make great-tasting protein packed products accessible for all, no matter what their health and fitness routine, offering a convenient protein proposition at an affordable price.

Zoe Stroud, Active Nutrition Brand Manager, said: “It’s fantastic to have Oti Mabuse on board to help drive awareness of Premier Protein amongst her Instagram audience. She is so enthusiastic and delivers positivity across all that she does – we felt she was the perfect fit. Premier Protein is a brand for all – whether you love the gym or prefer to workout at your own pace at home. It is packed with protein which aids muscle maintenance and growth, and Oti will help us deliver this messaging throughout February and beyond.  

“We’ve seen a growing demand for protein products with 60% of consumers saying they are actively looking to increase protein in their diet[1]. We’re capitalising on this growing sector, by providing a mainstream, great-tasting proposition for shoppers looking for a protein-based choice with low sugar content and most importantly, with an accessible price point.”

Oti Mabuse, Premier Protein ambassador, adds: “I’m so excited to work with Premier Protein and championing fitness for all. I’m passionate about helping people gain the confidence to achieve their health, wellness and fitness goals, whatever they might be, and this starts with good nutrition. Snacking doesn’t always need to be boring!”

Premier Protein is available on Ocado, in WHSmith Travel and in Morrisons’ Sports Nutrition Boxes as well as in Dhamecha and Parfetts. Retailing at £1.49 and available in three flavours; Chocolate Brownie, Chocolate Peanut Butter and White Chocolate & Vanilla, the bars contain 20g protein and 1.3g sugar per bar (50g).

Part of BellRing Brands, a publicly traded subsidiary of Post Holdings, Premier Protein is brought to the UK market by Weetabix Food Company.

[1] The Hartman Group, Health & Wellness Report 2019

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