GEOBAR pioneers the first fair trade supply chain from Myanmar, making a difference with its new & improved cereal bars

The UK’s leading fair trade organisation, Traidcraft, is unveiling its new and improved GEOBAR range for snack lovers everywhere in time for Fairtrade Fortnight, from 23 February – 3 March.

For over 15 years GEOBAR has been pioneering a global mix of Fairtrade ingredients from around the world. This Fairtrade Fortnight sees GEOBARS hitting the shelves with flavoursome combinations that are now even tastier, responding to customer feedback that they should be less sweet and a source of fibre.

As part of its pioneering work in Myanmar, GEOBAR is also set to benefit from a Traidcraft ‘world first’ which will see a new supply chain established to handle the first Fairtrade Marked exports of the country’s rice. Traidcraft is working with farmers to support their business through improved farming practices and training, which will make them better equipped for the future and ultimately lead to the rice being used in Fairtrade products including the GEOBAR range.

The packs themselves have a vibrant, refreshed look and feel for greater shelf stand out, and the new range includes chewy cereal bars in wild apricot, mixed berries and chocolate flavours. For the 46% of people who snack between meals GEOBAR provides the perfect energy boost at any time of day.[1]

Jenny File, Product Marketing Manager at Traidcraft, said: “We know that our customers are busy people, who want to enjoy snacking that fits around their lifestyles. GEOBAR is the perfect snack for people on-the-go and our new and improved range provides joyful, value for money snacking.

“We’re very proud to be supporting so many producers around the developing world, from Ghana to Guatemala, working in partnership with farmers. There’s nothing better than enjoying a tasty snack, knowing what you’ve purchased makes both you feel good and is changing the lives of families and communities around the world. We hope people will be as excited by the new, improved bars as we are.”

As part of its ongoing to campaign to encourage an active and healthy lifestyle GEOBAR has partnered with Team Cycles to give one lucky winner a MARIN bike through special promotional packs of GEOBARS. The brand has also invested in aligning its online and offline positioning as well as engaging with consumers through social media channels.

Available in stores across the UK, consumers can pick up the new and improved GEOBAR range at Waitrose, Sainsbury’s and a range of independent health shops and Traidcraft stockists.

[1] Mintel “Cereal Energy and Snacking Bars” published – Mar 2013

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