BEAR, the leading kids fruit snacking brand[1], is adding goodness to the frozen category with the introduction of BEAR Lollies this March. Launching in two flavours – Mango and Strawberry – the brand is extending its expertise in healthy kids snacking to the frozen aisle for the first time. Made with two simple ingredients, BEAR Lollies contains no nasties or added sugar, tapping into consumer demand for better-for-you products. The launch is set to make healthier choices simpler for parents and provide retailers with a strong sales opportunity by attracting new shoppers to the category.
In the kids fruit snacking market, BEAR Yoyos hold an impressive 34% share[2], highlighting how the brand is perfectly placed to leverage its trusted credentials in new areas – particularly at a time when shoppers are increasingly health conscious in their food choices. Almost a third (31%) of people say they would be more likely to consume ice lollies or ice cream if it were made from all-natural ingredients, while 38% would eat more if they had lower or no added sugar[3]. BEAR Lollies contains 100% natural ingredients, giving the frozen aisle a healthier proposition, while offering something that is tasty and fun for kids.
Jo Agnew, marketing director at Urban Fresh Foods Ltd, comments: “It’s our ambition as a brand to clean up kids snacking across a number of categories and frozen is the next step for us. Although there have been moves in the right direction for the category of ice lollies, there is still a way to go in terms of offering shoppers more nutritional choices. The launch of BEAR Lollies taps into the demand of parents for treats that are made with natural ingredients and have no added sugar, whilst still delivering taste and fun, which is absolutely what BEAR is all about. We also know that a third of shoppers agree that dairy free options are healthier[4], so we are ticking all the boxes.
“Feedback from many parents is that snacks are a vital part of a routine for their children and aren’t seen as something that should be reduced or contained. Therefore, it’s important that retailers are offering a selection of healthier options across various snacking categories. We are confident that BEAR
will be a hit with families, particularly as mango and strawberry are flavours that already perform well in our existing BEAR yoyo range. As our first move into this space, it’s a great opportunity for retailers to drive additional sales from a loved and trusted brand. We know our core shoppers are already shopping in the frozen category and believe people will want to try something new within the confines of a trusted brand.”
Kids lollies make up 11% of the ice cream and ice lolly market, with the majority share weighted towards unhealthier propositions[5], showcasing a gap for a more nutritious kid’s treat within frozen, and a clear sales opportunity.
BEAR Lollies will be available in a multipack of 5 x 55ml from 15th March, carrying an MRSP of £2.50. The launch will be supported with shopper marketing, digital and PR.
[1] Source: IRI Scantrak | Total Market | Kids Fruit Snacking | 02/01/2021
[2] Source: IRI Scantrak | Total Market | Kids Fruit Snacking | 02/01/2021
[3] Mintel Ice cream report 2020 and Children’s snacking report 2020
[4] Mintel Ice Cream Report 2020 and Children’s Snacking Report 2020
[5] Kantar 52 w/e 03 November 2019?
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