BITE&CO Protein Bar

BITE&CO is a specialized health snack brand known for its high-protein bars designed for fitness enthusiasts and health-conscious consumers. The brand emphasizes 'no added sugar' formulations and focuses on providing high protein content (typically 12g per 40g bar) in popular flavors like Caramel and Peanut.

Starting as a private label or boutique fitness brand, BITE&CO has expanded its reach across Europe, often distributed through retailers like Action. The brand is owned by the Dutch retail giant Action through its manufacturing and sourcing subsidiaries. While the brand originates from the Netherlands, the manufacturing typically occurs in various specialized facilities throughout Europe to meet the demand of their extensive store network.

As of the 2026 outlook, the brand remains under the ultimate ownership of 3i Group, the private equity firm that holds the majority stake in Action. This ownership provides the brand with a robust international logistics network, allowing it to maintain competitive pricing within the affordable health-food segment.