Misfits

Misfits (Misfits Health) is a consumer snacks brand selling vegan protein bars positioned as an alternative to conventional chocolate candy bars. Each bar contains roughly 14-15 grams of plant-based protein, less than 1 gram of sugar and non-GMO ingredients, with layered constructions such as protein crispies and caramel. The company markets the bars as delivering the taste experience of confectionery with lower sugar and calories and higher protein; one product is described at 190 calories.

The range is sold in multi-bar packs and variety boxes across flavours including Cookie Butter, Peanut Butter, Brownie Batter, Caramel Popcorn, Cookie Dough, Caramel Fudge, and smaller snack-size formats such as Dark Choc Brownie and Chewy Toffee. Standard 15-packs and the 12-pack Bestsellers Variety Box are listed at £27.50, with snack-size 12- and 15-packs at £24.00. Product collections on the US storefront include bundles, mix-and-match packs, subscription ("Sub & Save"), stuffed bars, variety packs and merchandise.

Business model

Direct-to-consumer sale of packaged protein bars through the company's own online stores, supplemented by retail distribution (the site references in-store availability) and a subscribe-and-save option for repeat purchase.

Revenue comes from product sales of multi-bar packs and variety boxes, with bundle discounts advertised up to 25%, free shipping thresholds (£45 in the UK, $50 in the US) and a subscription offering.