King of Shaves founder Will King is launching an energy snack called the Will Bar.
The product – a chewy oat-flake bar – will be available in four variants, and will include caffeine and taurine to aid mental stimulation.
Following the success of energy drinks like Red Bull, it will be aimed at everyone from busy professionals and athletes to long-haul lorry drivers.
Due to launch in April, the bar will initially be sold in sports shops and gyms, but King claims at least two major retailers have also expressed interest.
The bar is the first product from W Brands, a company that King has a stake in but which is separate from KMI, the company behind the long-established King of Shaves brand.