High-Protein Claims and Labelling for Protein Bars: EU and GCC Basics for Private Label

A high-protein claim is regulated, not decorative. For a private label protein bar, the claim on the front of the pack decides whether the product can be listed, and different markets check different things. Planning the claim before the recipe avoids a costly reformulation.

The EU claim thresholds

Under EU nutrition-claim rules, "source of protein" requires at least 12% of the energy value to come from protein, and "high protein" requires at least 20%. These are calculated on energy, not on grams, so a bar with a high sugar or fat load can fail the claim even with a good protein figure.

What GCC importers check

Gulf importers focus on documentation and presentation as much as numbers.

• Arabic labelling: product name, ingredients, allergens, dates and origin in Arabic as required.
• Halal: certification and halal-compliant ingredients and coatings.
• Shelf life: sufficient remaining shelf life at arrival for hot-climate distribution.
• Documents: certificate of origin, health or analysis certificates and conformity papers as requested.

Building the claim into the recipe

Work backwards from the claim: choose the target, calculate the protein share of energy, and set the formula so the claim holds with a margin across batches. Always confirm local rules with your importer or a regulatory adviser, because they change by country and over time.

HHY GROUP supports this work with nutrition calculations, specification sheets and export documentation, and holds halal and food-safety certification that retail partners commonly ask for.

Planning this format under your own label? See our private label protein bar manufacturing capabilities or contact the HHY GROUP R&D team for a first brief.

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