**Snack Brand Stages Dramatic Stunt with Tank at Tower Bridge in Call for Healthier Eating**
Tower Bridge witnessed an unusual and eye-catching scene this week as the UK’s leading protein bar company, Grenade, sent a 17-tonne tank crashing through a towering wall built to symbolise the nation’s snack habits. The headline-grabbing spectacle was designed to draw attention to the widespread demand for healthier snack choices across Britain.
The dramatic event saw Grenade demolishing a 13-foot wall constructed from representations of sugary, carbohydrate-laden snacks. This bold visual metaphor was meant to highlight the challenges many people face in maintaining energy and focus during the day – challenges, the brand argues, linked closely to poor snacking habits. According to Grenade, Britain is not only facing an energy crisis on the grid, but also in workplaces and homes, as millions struggle with energy slumps caused by unhealthy snacks.
Backing up the stunt is new research from the brand, suggesting that around 72 percent of British adults often experience what’s known colloquially as ‘hitting a wall’ – sudden drops in energy or motivation, frequently during the working week. This phenomenon, according to Grenade’s data, results not only in fatigue but also contributes to considerable lost productivity, with the average person admitting to losing almost 40 minutes each time they experience such a slump. Over the course of a year, this could amount to more than 78 hours of lost time per person.
The Grenade ‘wall’ was constructed as a physical manifestation of the dietary obstacles faced by a third of people in the country, who acknowledge frequently reaching for snacks packed with sugar and simple carbohydrates. Alan Barratt, founder of Grenade, personally drove the company’s iconic orange tank through the wall, encouraging onlookers and passers-by to consider whether their snack choices might be holding them back.
With almost half of respondents to Grenade’s research admitting to being ‘on the go’ for more than five hours a day, it’s perhaps no surprise that 76 percent confessed to regularly opting for convenient snacks high in carbohydrates and sugar, as a way of keeping their energy levels up. Yet, paradoxically, a significant proportion – 28 percent – say these snacks often leave them even more tired and less motivated than before.
The broader implications are clear: 45 percent of those surveyed admit to feeling worn out after these energy crashes, with many also struggling with lack of focus, irritability, or hunger once the slump hits. For some, these episodes can last up to 90 minutes before energy is fully restored.
Despite widespread acknowledgement that diet plays a major role in these energy fluctuations – 78 percent believe their food choices may be to blame – over half of Brits confess they do not feel confident in identifying which foods are having a negative effect on their wellbeing. Convenience often trumps nutrition, with nearly 40 percent choosing snacks based solely on how quickly they can be consumed, rather than their health credentials.
However, there are signs attitudes are slowly shifting. A growing number of consumers appear interested in learning more about nutrition, with a third keen to implement positive changes and over half open to trialling new and healthier alternatives. Demand for high-protein, low-sugar snacks is on the rise, with some 36 percent of respondents specifically looking for these options.
Neal Duffy, Grenade’s Head of Brand Activation, described the campaign as a call to arms for a “nation of hustlers”. He stated that fuelling one’s body properly need not mean compromising on taste or enjoyment. His comments were echoed by sports nutritionist Lois Bright, who stressed the importance of being more mindful of what, and when, people eat. She underscored how small dietary adjustments – such as opting for protein-rich snacks over sugary ones – can make a tangible difference to energy and productivity throughout the day.
In line with the changing consumer landscape, Grenade has launched a new range of high-protein shakes, offering a selection of flavours like Fudge Brownie and Salted Caramel, each providing more than 25g of protein per serving. The company hopes to encourage more people to make smarter choices when reaching for a snack – and to avoid ‘hitting the wall’ altogether.