NEW YORK — Pure Protein, a bar brand in 1440 Foods’ lifestyle nutrition portfolio, released AMMMAZE bars, a new spin on its better-for-you product line.

The brand’s latest innovation is available in two flavors: Blackout Cake and Strawberry Shortcake. The line was launched exclusively at 7-Eleven and Speedway stores to provide consumers with on-the-go treats that pack the nutrients typically found at the grocery store.

“Our Pure Protein AMMMAZE bars enter the market as a line of new, more premium products from the Pure Protein portfolio,” said Alex Fishman, senior brand director at Pure Protein. “Consumers shouldn’t have to choose between a healthy choice and a tasty one when they stop into 7-Eleven or Speedway for a satisfying snack. We’re consistently focused on raising the bar when it comes to flavor and innovation. Our new Pure Protein AMMMAZE bars are a direct response to consumer cravings for nostalgic, fun flavors and chewy, crunchy textures.”

Both varieties of Pure Protein AMMMAZE bars contain 20 grams of protein and 0 grams of sugar, in addition to a blend of 10 vitamins and minerals. Each bar retails for an SRP of $3.49.

Consumers are increasingly seeking more protein in their snacks, opting for products that are both tasty and fortified.