"It will be the first time in the history of PowerBar Europe that there has been a price reduction," said PowerBar's Craig Bullen.
The retail prices for the Performance bar, Harvest bar and ProteinPlus bar will come down from £1.50 to £1.25. The PowerGels will come down from £1.25 to £1.00. Trade margins percentages stay the same.
The price changes are part of a structured program, said Bullen, which includes advertising, marketing, maintaining a presence at sporting and trade events and athlete sponsorship.
PowerBar products are available through R.J Chicken and Sons.
There's also a separate PowerBar duo. David Spensley is the Key Account manager and Craig Bullen is in charge of promotions.