When Grenade wanted to launch in Canada in 2024, we not only had to carve out a niche for ourselves in a crowded marketplace, we had to blow up people’s preconceived notions of what a protein bar could be.

Most protein bars are either full of crap, or taste like crap; but with Grenade, you don’t have to compromise between flavour and function. So to prove to Canadians that Grenade was an upgrade from your usual protein bar, we invited them to try Grenade’s uncompromising flavour for themselves with “The Grenade Upgrade” - a Grenade-style glow-up of one of Toronto’s barebones gyms.