Crush – A New Chapter in BioTechUSA’s Bar Production

October marked the launch of one of BioTechUSA’s largest-scale international product launches with the arrival of Crush, our new multi-layered protein bar. This launch not only adds a new product to our portfolio but also marks an important milestone in expanding our in-house development and manufacturing capabilities, as well as in reaching new consumers beyond the traditional sports nutrition category.

Expectations for protein bars have changed significantly in recent years. Today, high protein content or low sugar content alone is not enough: consumers are increasingly looking for a functional product that also offers genuine enjoyment. In other words, it should have a good nutritional profile, but it should also be truly delicious.

Crush responds to this need. During development, our goal was to bring the functionality of protein bars closer to the world of classic sweets and to create a product in which flavor, texture, and the dessert experience play just as important a role as the functional properties.

The multi-layered bar combines a creamy filling, a crunchy milk protein extrudate, and a chocolate coating, while every variety contains at least 33 percent protein and no more than 2.3 grams of sugar per 45-gram bar.

In-house development, in-house manufacturing in Szada

Crush is one of the first tangible results of the new multilayer slice production line operating at BioTechUSA’s manufacturing center in Szada. We manufacture the product in-house, using our own technology, without involving any contract manufacturers.

The design and implementation of the production facility, built with an investment of approximately 5.5 billion forints, took three years. The new technology allows for the combination of various fillings, coatings, sprinkles, and layers with different textures, enabling the creation of numerous additional product variations, limited editions, and unique collaborations in the future.

With this investment, our annual slice production capacity has increased from 20 million units to a total of 75 million units. The technology not only opens up new opportunities for our own product development but also provides a significant competitive advantage in our contract manufacturing division.

Crush is coming in four flavors

Crush Peanut Butter is debuting in Hazelnut Nougat, Dubai Chocolate Style, Triple Chocolate and Pistachio-White Chocolate flavors. The product is also aimed at those who don’t necessarily consider themselves classic sports nutrition consumers but who value more mindful eating without wanting to compromise on taste.

In Hungary, Crush will be available in our own stores and online shop, as well as in several hypermarkets, through Wolt Market and Kifli, and at numerous gas stations. Following its launch, the product will gradually become available at more and more retail locations both domestically and in our international markets.

Here’s your new Crush: love at first bite

The creative concept behind the Crush campaign deliberately distances itself from traditional sports nutrition messaging. The word “crush” conveys a strong attraction or infatuation, and this is the central idea behind the launch: “Here’s your new Crush: love at first bite.”

The campaign highlights the product’s taste experience and dessert-like character, using everyday situations to show that Crush isn’t just for the gym. The goal is to make the protein bar category more accessible to those who are primarily looking for a delicious snack but also value making healthier choices.

Eight countries, an integrated campaign, and extensive domestic PR activities

The launch of Crush is supported by one of the largest integrated marketing campaigns in BioTechUSA’s history. In addition to Hungary, the campaign will also launch in Slovakia, Spain, France, Germany, Poland, Italy, and Romania, featuring paid media placements and local activities.

The campaign will make extensive use of the company’s own digital and social media channels, in-store displays, collaborations with influencers and brand ambassadors, as well as outdoor advertising.

In Hungary, Crush will also appear on citylight billboards and public transportation: in Budapest, consumers will see it on trams 4 and 6, and in regional cities, on buses. The launch is also supported by a large-scale sampling campaign: more than 100,000 Crush products will reach consumers directly through in-house and partner-led tastings.

A key pillar of the campaign is also a wide-ranging PR effort. Content related to the product will appear on platforms such as Nők Lapja, HVG Egészség, Glamour.hu, Marie Claire.hu, Telex.hu, Elle.hu, and Instyle.hu, and video content will also be produced in collaboration with 24.hu and Refresher.hu.

In our communications, we cover professional and lifestyle topics that are tailored to the audience of each medium: among other things, we’ll discuss conscious protein consumption, longevity, and maintaining muscle mass, while in our lighter-hearted content, we’ll explore the topics of dating and “crushes” with the help of a psychologist.