Updated for 2026 — Originally published 2024
Misfits Health is the UK protein bar brand that's been making waves on social media with its bold branding and vegan-first approach. With over 35,000 monthly searches and explosive growth in Europe, Misfits has set its sights on the US market in 2026.
Can a British upstart really compete with American protein bar giants? Let's find out.
Here's what you're getting per bar (45g):
Now these are interesting macros. 16g of plant-based protein with only 1–2g of sugar and an exceptional 8–12g of fiber in under 210 calories? Misfits delivers one of the best macro profiles among vegan protein bars — period.
The fiber content is especially noteworthy. At 8–12g, it rivals Quest (12–14g) while being fully plant-based. The net carbs of 3–5g also make this one of the few vegan bars that's genuinely keto-compatible.
Misfits uses a blend of pea protein and fava bean protein — a newer plant protein combination that provides a complete amino acid profile with good digestibility. Fava bean protein is less common than rice protein but has a smoother texture and milder taste, which helps Misfits achieve better flavor scores than most vegan bars.
Here's what's in a Misfits Chocolate Caramel bar:
Soluble Corn Fiber as the first ingredient explains the high fiber count. It's a legitimate fiber source, though some nutrition purists prefer chicory root or whole food fibers.
Maltitol + Sucralose — Misfits uses both a sugar alcohol AND an artificial sweetener. This is a departure from their "health-forward" branding. The maltitol in the coating/caramel keeps sugar low, while sucralose adds sweetness without calories.
Coconut Oil instead of palm oil is a plus — same approach as GoMacro.
The ingredient list is moderate — not as clean as GoMacro or Zing, but better than Pure Protein or Nature Valley.
Solid variety with some creative options (PB&J, Lemon Cheesecake). The lineup competes well with Barebells in terms of flavor innovation for a vegan brand.
Misfits has a layered texture similar to Fulfil — a chocolate coating over a caramel or nougat layer with a soft protein center. For a vegan bar, the texture quality is impressive. Most plant-based bars struggle with chalkiness or dryness, but Misfits manages a smooth, candy-bar-like eating experience.
The Chocolate Caramel and Chocolate Cookie Dough are standouts. The caramel has genuine stretch and chew. The Birthday Cake is sweeter and more divisive. Overall, Misfits proves that vegan protein bars don't have to sacrifice taste.
Misfits bars retail for $34.99 for a 12-pack ($2.92/bar) on their website, with Amazon pricing slightly higher at $3.00–$3.50/bar. Import costs keep US pricing above UK retail (~£2/bar). The value is reasonable for a vegan bar with these macros — comparable to Fulfil and Barebells.
They're not ideal for anyone avoiding artificial sweeteners (sucralose), shoppers wanting US retail availability, or those who need 20g+ protein.
Both are plant-based, but the philosophy differs. LyfeFuel's Essential Nutrition Bar prioritizes complete nutrition with 21 vitamins and minerals, 28+ superfoods, and zero artificial sweeteners. Misfits optimizes for macros and taste with sucralose and maltitol. LyfeFuel has more fiber (11g), more micronutrients, and cleaner ingredients; Misfits has more protein (16g vs 12g) and better candy-bar taste.
Misfits is the best-tasting vegan protein bar on the market. The macro profile — 16g protein, 8–12g fiber, 1–2g sugar — puts it at the top of the plant-based pack. The candy-bar texture and creative flavors prove that vegan bars don't have to taste like cardboard. The sucralose/maltitol combo and limited US availability are the main knocks, but for vegan shoppers willing to order online, Misfits delivers one of the best overall packages in the protein bar market.
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