PowerPulse is taking Maltese innovation to Europe’s airports.
It started off as a simple idea – to create a protein bar that matched the nutritional clarity, clean label and exceptional texture fitness trainer and entrepreneur Dennis Schwienbacher demanded for himself and his clients.
Now, backed by a strategic partnership with Miller Distributors, PowerPulse‘s homegrown bar is expanding across Malta and preparing for its debut in 14 airport retail locations across Europe.
“PowerPulse began as a very personal mission – I wanted to create the bar I kept searching for but couldn’t find,” Schwienbacher says.
That meant hitting three targets simultaneously: high protein, no added sugar, and a taste experience that felt indulgent rather than functional.
“The pivotal turning point came when early testers kept repeating the same phrase: ‘The texture is unreal’,” he recalls. “That validation pushed me to treat PowerPulse not as a side project, but as a brand with real commercial potential.”
From that moment, the brand evolved, but not without painstaking refinement. Developing the signature texture of the PowerPulse CORE 50 bar required extensive testing and a willingness to reformulate from scratch when necessary.
“The process taught me that taste and texture are everything. You can have the cleanest label or best macros, but if the eating experience is not exceptional, consumers simply will not return,” he says.
Months of adjustments on the protein bar followed. Every iteration revealed more about what consumers genuinely wanted, and what they would not compromise on.
“The biggest lesson was that product-market fit is not found in meetings. It is found in real conversations with real people,” he says. “When strangers began asking where they could buy more after trying a sample, that was the moment I knew we had something ready for scale.”
Creating a protein bar for modern consumers
PowerPulse’s flagship protein bar, CORE 50, delivers 17 grams of protein – for an average person weighing 75kg, PowerPulse contains almost a third of their daily protein needs – 1.7 grammes of sugar, and 6.5 grammes of fibre, supported by carbohydrates from polyols instead of added sugars.
In Schwienbacher’s view, the functional nutrition category has long required consumers to choose between clean ingredients and enjoyable taste. According to him, consumers want three things: performance, transparency and pleasure.
“Consumers wanted high protein and no added sugar without the dry, chalky texture common in protein bars, and without the artificial aftertaste that so often comes with them,” he explains. “People care deeply about clean ingredients and macros that support their training or lifestyle, but they also want something that tastes amazing.”
For Schwienbacher, as a fitness trainer and sports physiotherapist, the bar’s success stems from the same philosophy that guided its creation: authenticity, purpose and performance.
“I would never put my name on anything I would not confidently recommend to my clients,” he says.
The distribution leap that changes everything
As demand grew, the next strategic move was clear – to find a distribution partner capable of taking PowerPulse from niche favourite to mainstream presence. After exploring several avenues, one name stood out, says Schwienbacher.
“Miller is synonymous with reach, reliability and operational excellence in Malta,” he states. “For a young brand, distribution is often the biggest hurdle, and Miller solved that instantly. What made the partnership the perfect fit was alignment. They understood from the first meeting that PowerPulse was not just another protein bar but a premium functional product with long-term potential.”
Under the partnership, starting January 2026, Miller Distributors will deliver PowerPulse protein bars to hundreds of retail outlets across Malta – from supermarkets and convenience stores to gyms and commercial hubs.
The partnership also accelerates PowerPulse’s international ambitions. Through Miller’s airport retail network, the brand will also debut in 14 outlets across four key airports: Malta International Airport, Athens International Airport, Thessaloniki International Airport and Belgrade Nikola Tesla Airport.
A vision for global growth
With distribution secured and early traction indicating strong consumer interest, Schwienbacher is thinking well beyond the launch of the flagship bar.
“Over the next three to five years, my vision is for PowerPulse to become a three-SKU brand, with each product having its own identity rather than simply extending CORE 50,” he explains.
The second product line – a new flavour with a distinct brand personality – is already in development, with early prototypes showing strong promise, he says.
However, growth is not without its challenges. The global functional nutrition market is crowded, competitive and saturated with both established giants and emerging newcomers. Schwienbacher acknowledges this reality but sees differentiation as PowerPulse’s greatest opportunity.
“The challenge will be standing out in a crowded global market, but that challenge becomes an opportunity when your product delivers a genuinely superior experience,” he says. “Our early traction shows that PowerPulse has the potential to grow from a Maltese success story into a brand that is recognised globally.”
With its first steps into Europe already secured, his vision feels closer than ever.
