One of the United Kingdom’s largest supermarket chains have decided to bring out their own brand of protein bar, which is apparently some sort of mixture of a number of high protein foods and is a health replacement for protein powder and shakes that so many people rely on these days when trying to cram their diet with protein in order to bulk themselves up. The supermarket believe there is a huge gap in the market for this novel product and expect many large brands to follow in their footsteps, however have said that this would be difficult because they will always be able to offer them at a lower price and most of the bigger brands will not be willing to undercut this. There is of course the quality over quantity argument but it is still a risk of raising competition in an area of the market that is relatively unexplored any further than protein shakes, powders and supplements.