After three decades of protein disguised as dessert, Takeaways is striving to introduce something different: a satiating snack built for on-the-go, macro-conscious consumers who love a salty treat, the brand says.

Takeaways delivers 12 g of protein, 120 calories, and real cheese in a clean-fingered, savory format designed for real-life cravings, it adds. The snack will be available beginning June 10, online at eattakeaways.com, and the suggested retail price is $39.99 per 12-pack ($3.33/bar).  

“We’re not just building a better protein bar,” says Ashley Baxter, founder. “We’re building a new category to replace the declining volume of legacy salty snacks with modern nutrition and convenience. Takeaways is for those of us who always order a round of fries for the table.

In addition to 12 g of protein, Takeaways also offers 3 g fiber and 1–2g sugar and is gluten-free and made with non-GMO ingredients. Flavors include You Cheddar Believe It, Slice Slice Baby, and Pepper Jacked.

The website officially goes live and pre-orders will open on June 10, with product shipping beginning July 1.

Before going live, Baxter wanted real consumers to try the product first. The team hosted a giveaway aiming to gift 626 boxes of Takeaways to consumers and opened a form asking people to send in their home address to claim one. According to the company, demand came in so far above what anyone anticipated, ultimately getting over 3,300 opt-ins. Because of this, the team decided to send all pre-launch product out to as many real consumers as possible for free: 1,000+ boxes, 3,000+ bars total, out the door in a single weekend, the brand shares.

“If you love a bag of chips but are always on-the-go, Takeaways is for you,” says Baxter. “This is protein you savor, not something you force down between meetings.”  

Related: Hot Pockets rolls out bite-sized snack squares