# Oversized Plant Protein Bars The Lenny & Larry's Cookie-fied Big Bar Has 24-Grams of Protein By Michael Hemsworth | Published 2023-09-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/cookiefied-big-bar References: [snackandbakery](https://www.snackandbakery.com/articles/109759-lenny-and-larrys-upgrades-its-best-selling-bar-introduces-cookie-fied-big-bar) & [lennylarry](http://lennylarry.com/)  The Lenny & Larry's Cookie-fied Big Bar is a large version of the brand's fan-favorite snack bar that's perfect for active consumers and snackers alike to choose as their next treat. The 90-gram soft and chewy snack bar features a gluten-free recipe that's packed with 24-grams of plant-based protein to give it a satiating profile for snackers. The bar comes in two flavors including Peanut Butter Chocolate Chip and Cookies & Creme, which are both positioned as healthier takes on their respective treat. CEO Jolie Weber spoke on the Lenny & Larry's Cookie-fied Big Bar saying, "Cookie-fied fans expressed their desire for an even more protein-packed version of a product that had become an integral part of their active and on-the-go lifestyles. Now with even more to love, Lenny & Larry’s continues to be an innovative brand that brings consumer preferences to life with a little bit of humor.” ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 17% | Activity: 29% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Oversized Snack Bars:** The Lenny & Larry's Cookie-fied Big Bar offers an oversized version of a popular snack bar, catering to the growing demand for substantial and satisfying snacks. - **Plant-based Protein:** The 24-grams of plant-based protein in the Lenny & Larry's Cookie-fied Big Bar taps into the rising trend of consumers seeking alternative protein sources. - **Healthier Indulgence:** The Peanut Butter Chocolate Chip and Cookies & Creme flavors of Lenny & Larry's Cookie-fied Big Bar provide consumers with healthier options for indulging in their favorite treats. ### Who This Affects Most - **Snack Food:** The oversized snack bar trend opens up opportunities for companies in the snack food industry to create larger and more filling options. - **Plant-based Food:** The demand for plant-based protein presents growth opportunities for the plant-based food industry to develop innovative products that cater to health-conscious consumers. - **Health and Wellness:** The focus on healthier indulgence creates room for the health and wellness industry to offer alternative treats that align with consumers' desire for better-for-you options. ## Related on Trend Hunter - [Cookie-Inspired Snack Bars](https://www.trendhunter.com/trends/strawberries-crme-cookiefied-bar.md) - [Protein-Packed Wafer Snack Bars](https://www.trendhunter.com/trends/lenny-larrys-dipd-wafer-bar.md) - [Protein-Rich Cookies](https://www.trendhunter.com/trends/banana-chocolate-chip-complete-kickstart-bar.md) - [Protein-Packed Cookie Snacks](https://www.trendhunter.com/trends/the-complete-cookie-strawberry-shortcake.md) - [Protein-Enhanced Cookies](https://www.trendhunter.com/trends/lenny-larrys1.md) - [Protein-Enhanced Nutrition Bars](https://www.trendhunter.com/trends/boss-immunity3.md) - [Chocolaty Banana Breakfast Bars](https://www.trendhunter.com/trends/complete-kickstar-bar.md) - [Shortcake-Inspired Protein Cookies](https://www.trendhunter.com/trends/strawberry-shortcake-complete-cookie.md) - [Snackable Protein Pretzels](https://www.trendhunter.com/trends/fitzels.md)