Target seems to have its own version of literally every popular product out there today, so it’s no surprise to see them release a protein bar that rivals (on looks, anyway) Barebell protein bars.
I found Vanilla Salted Caramel and Caramel Peanut at my local Target, but it seems that there is also a Fudge Brownie flavor as well.
I bought these with the lowest of low expectations, because store-brand alternatives are generally a step down, especially when you consider the cheaper price tag.
Prices will always vary, but I got each box of 4 for about $7, which is insanely cheap for protein bars.
In the macro department, the Target up&up bars sit right about where you expect a protein bar to be. 200 calories with 20 grams of protein is the gold standard, so these bars with 18 grams of protein is not too far off.
When I posted on Instagram that I found these, the consensus was that the caramel peanut bar is awful, but the vanilla salted caramel version is serviceable.
I don’t always agree with the general public, but in this case, they nailed it.
up&up Caramel Peanut Protein Bar
The peanut/caramel combo is the go-to for brands trying to appeal to the candy bar crowd.
As someone who has tried virtually every protein bar on the market, I know that this is generally a wasted effort. It is very, very rare for a company to replicate anything close to a candy bar flavor or texture, so you’re just setting the bar up to fail.
In my opinion, a protein bar should deliver a unique experience, unless they are confident they can nail the candy bar experience like Quest Candy Bars.
In this case, Target missed the mark. Pretty wildly.
If we’re basing this on looks alone, the bar doesn’t look half bad. Soft nougat, a gooey caramel layer, and a thick chocolate coating.
But we know that looks are not everything.
The nougat looks great, but it has the very typical dense, chewy texture we are all too familiar with in protein bars.
The caramel layer glistens beautifully, and it looks like it would help to deliver a candy bar-like experience, but it’s a very thin caramel. It does virtually nothing to improve the texture, as you get no caramel pull when you bite into the bar. It’s basically just a cream layer that resembles caramel.
I love the thick chocolate coating of this bar, but this seems to be where the sugar alcohols are hiding, because it leaves you with quite the aftertaste.
In other words: every element of this bar is disappointing.
up&up Vanilla Salted Caramel Protein Bar
Everyone told me that this flavor is better, and they aren’t kidding. This vanilla salted caramel protein bar is LIGHT YEARS ahead of the other flavor.
With the peanut caramel bar, you can tell from the smell alone that it was going to taste like a generic protein bar.
With this one, you smell what seems like could be an actual candy bar.
The nougat interior of this bar is still that dense, chewy protein bar texture, but it’s noticeably softer than the peanut caramel version. It’s still not candy bar nougat by any means, but it’s not nearly as egregious.
The caramel layer is still thin in this one, but you get much more of a caramel pull, and the flavor is significantly improved. You won’t taste a ton of salt, but the caramel flavor complements the vanilla perfectly.
The outer confectionery coating is where this bar really shines, though. It has an authentic flavor that’s similar to a white chocolate candy bar, and the crisps throughout the coating add a great texture contrast that wasn’t nearly as noticeable in the other bar.
Best of all, you don’t get a weird aftertaste with this one. I don’t know why this flavor is so different. but it’s a huge improvement.
Are Target Protein Bars Worth It?
If ever there was a “tale of two products,” this would be it. Recommending these protein bars is strange, because I can only recommend one flavor.
The vanilla salted caramel protein bar is legitimately delicious. I happily ate all 4 bars and would absolutely buy them again. They’re not quite on the same level as Barebells (my current favorite bars), but honestly, the experience is not that far off.
If they could soften that nougat interior a bit, they would be a must-buy.
But on the other hand, the caramel peanut bar is downright awful. Like, every single aspect of the bar is bad. So bad, in fact, that I didn’t finish the one bar I opened for this review, and I still have the other 3 sitting in my pantry.
So, do I recommend these bars?
Yes, ONLY if you see the vanilla salted caramel in stock.
I’ve heard through the grapevine that the fudge brownie flavor is also awful, so I’m not even going to test my luck by trying it. In this case, the public got it right: try the vanilla salted caramel and punt the other flavors into the sun.
