Low fat dairy brand Eatlean Protein has expanded its lineup with the launch of Cheese Bites, a “first of its kind” high fibre and high protein cheese snack.
Due to go on sale on 29 June, the supplier said its new High Fibre Cheese Bites (rsp: £1.65/20g) had been developed in response to the fast-growing consumer demand for fibre, fuelled by health-conscious consumers, younger shoppers and social media trends.
The baked bites have been made with the brand’s signature high-protein cheese, milled chia and flax seeds. Per-pack, they deliver 1.2g of fibre, 11.3g of protein whilst containing just 3.5g of fat.
Eatlean said the product boasted a crunchy texture, delivering a cheddar-like “cheese on toast flavour explosion” and could be eaten alone or used like croutons with soups and salads.
Its development by Heler Foods-owned Eatlean comes amid booming interest in the viral ’fibremaxxing’ trend – which eoncourages maximising daily dietary fibre intake to boost gut microbiome health.
Eatlean noted the trend had generated almost 1 million uses of #fibre on Instagram with the search term ‘fibremaxxing’ used over 235k times on TikTok this month alone.
“We see our High Fibre Cheese Bites as offering an incremental step on the fibre ladder as consumers stand to benefit most from increasing fibre intake across multiple touchpoints throughout the day, across various sources,” said Eatlean head of brand Bethan Lamont.
“Total cheese snacking has seen unit growth of 15.9% [since 2025],” she continued. “We see huge potential in adding further functionality to a fast-growing category and we’re proud to be first to market in that.”
And with 96% of people failing to meet recommended daily fibre targets, the fibremaxxing trend had the potential to deliver meaningful health benefits, Eatlean said.
As reported by The Grocer in June, the trend also reflects a broader change in how shoppers think about digestive wellbeing. Lamont further commented that shoppers were increasingly looking to layer the nutritional benefits of fibre and protein.
“Whilst we sit as a protein first cheese brand, we’ve seen fast growing demand for nutritional layering from our consumers across our cheese and snacking products,” she continued. “Our cheese heavily over-indexes with consumers under 44, so it’s crucial that we are continually innovating to meet the demands of an increasingly health conscious and nutritionally educated consumer group.”
The High Fibre Cheese Bites will initially be available to purchase on Eatlean’s website and Amazon, although the business said supermarket launches would follow.
The launch marks Eatlean’s second cheese bites snacking line, with an original variant hitting the market in 2024.
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