Melo Bar high-protein concept
Raise the bar on soft, fluffy textures.
Meet the Melo Bar – a marshmallow-inspired, satisfyingly soft bar concept that delivers 35% high-quality protein in its fluffy core to deliver an indulgent treat-like experience.
35% protein in the bar dough
Aerated texture
Shelf-stable
Scalable format
From insight to innovation: making the Melo Bar
As your expert partner in protein innovation, we combine deep dairy science with the latest consumer insight to help you create nutritious products that perform where it matters most: the eating experience.
“We saw a shift in what consumers expect from protein bars”
“Protein bars have moved well beyond the gym bag. They’re now everyday snacks that compete with confectionery – and consumers have started demanding more than just macros. Textural innovation is redefining consumer expectations in this category, paving the way for more opportunities to experiment beyond chewy bars, to soft, light, cloud-like indulgence.”
– Denise van Genugten, Regional Marketing Manager EMEA, Performance and Active Nutrition, FrieslandCampina Ingredients
1 in 2 consumers are swapping traditional confectionery with high-protein alternatives
FMCG Gurus, the Health(y) Appetite, Consumer Needs.
“Collaboration is core to our work – it turns insight into value for customers.”
“Creating the Melo Bar required more than simply increasing protein levels – it called for a multidisciplinary approach that combined the latest market insight, scientific know-how and texture optimisation. The challenge was to create a light, aerated bite that consumers would love, while ensuring the structure remained stable throughout shelf life and scalable for industrial production.
Working across technical and application teams, we leveraged the complementary functionalities of our dairy proteins: caseinates provide the structural backbone needed to support the aerated network, while whey proteins contribute elasticity and help stabilise air incorporation during processing. The result is a finely tuned protein matrix that delivers a soft, elastic, marshmallow-like texture with a cloud-like lightness, while remaining robust and stable over time.”
– Sara Camacho, Technical Sales Specialist Lead EMEA, FrieslandCampina Ingredients
Nearly 70% of protein bar launches now feature texture claims
Innova Market Insights (2026), Texture Claims vs No Texture Claims, New Products
Ready to explore the Melo Bar?
Discover how our new concept combines high-quality dairy proteins, aeration and process expertise to create a melt-in-the-mouth texture with strong structural integrity.
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For more than a century we’ve been creating quality ingredients delivered with passion. Whether we’re inspiring ideas from drinks to bars, or supporting how to manufacture products in better ways, our customers can count on us to deliver, time and time again.
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