Fresh Naughty Boy ESCO Bar Flavours Set to Launch at Flagship Dubai Fitness Expo
Naughty Boy Lifestyle is gearing up to unveil two brand-new ESCO Bar flavours at the 2025 Dubai Muscle Show, Gymfluencers can exclusively reveal.
Launched last year, the Naughty Boy ESCO Bar marked the brand’s highly anticipated entry into the competitive protein bar scene — and it made a major impact from day one.
Billed as one of the “very best bars on the market,” the Narcos-inspired, nutrition-packed snack delivers 20g of protein and under 3g of sugar, with each bar coming in at 200 calories or fewer.
The original release featured two indulgent options: White Chocolate Caramel Biscuit and Chocolate Caramellow.
That range is now doubling, as Naughty Boy Lifestyle prepares to debut two more epic additions at the Middle East’s largest international fitness and bodybuilding event.
Naughty Boy ESCO x Dubai Muscle Show
Naughty Boy has built strong momentum internationally over the past few years, snatching the attention of supplement fans around the world with its bold formulations and never-before-seen concepts.
Now a two-time International Brand of the Year, Naughty Boy is distributed across markets including the US, China, New Zealand, Europe, and of course, the Middle East.
Founder Clint Leigh credits much of that reach to powerhouse expos like FIBO and the Dubai Muscle Show — events where Naughty Boy always shows up strong.
And this year will be no different.
“We will be launching new Naughty Boy ESCO Bars at the Dubai Muscle Show in October, which include White Chocolate Cookies & Cream and White Chocolate Peanut Butter Blondie,” he said.
Both bars are Halal certified, fulfilling a promise Naughty Boy made earlier in 2025 as part of several product upgrades — including premium new packaging.
According to Leigh, the white chocolate used in these upcoming releases is of the highest possible standard, delivering unbeatable flavour and texture.
Naughty Boy ESCO Bars Continue Hot Streak
Naughty Boy’s momentum hasn’t slowed in 2025.
Following the release of an astonishing 118 SKUs last year, this summer alone has seen launches like CREA-CLEAR — a hybrid of clear whey and creatine — as well as Beef Zero and the daily wellness blend COLLAB.
“In 2024 we launched 118 different SKUs, which is a remarkable achievement,” Leigh added.
“Now that we have a strong line-up, any new product launches are a lot more specific and calculated.
“It’s now a case of what we’re missing and what can take the brand into new sectors. COLLAB is an excellent daily health product and represents everything about the brand: innovative, effective and affordable.
“Our Beef protein is different because we’ve added essential amino acids, and most (competitors) don’t contain all nine.
“Let’s not get started on Naughty Boy ESCO. I believe the two new flavours will be the best-tasting bars on the market.”
The Dubai Muscle Show is scheduled to run from 24–26 October at the Dubai Exhibition Centre.
Naughty Boy will join more than 400 health and fitness brands showcasing to a crowd of over 40,000 attendees.
Tickets are still on sale, and now include the added bonus of being among the first to taste the new Naughty Boy ESCO Bar flavours on-site.
For fans in the UK, the bars are expected to become available online shortly after the event.
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