- Pioneering snack brand, graze, is launching a brand-new look and feel to create improved stand out on shelf and drive excitement into the category in an HFSS landscape
- Launching two innovations that show shoppers they don’t have to compromise on taste when looking for healthy snack products
Graze, the UK’s number one healthy snacking brand[1], is launching key changes across its portfolio to help retailers make the most of the healthy snacking opportunity, now worth over £3 billion[2] and growing in the HFSS landscape. From launching a vibrant new look and feel, to bringing new innovations to market, graze is pioneering a new vision for snacking by proving that snacks can be both delicious and healthy, and delivered to shoppers in a fun and exciting way.
HFSS has put healthy snacking in the spotlight, so there’s never been a better time for brands to encourage shoppers down the aisle with products that create colourful stand out on-shelf and prove that healthy doesn’t have to mean tasteless and boring.
Graze’s exciting new look includes an enlarged, clean, white logo for easier brand recognition. The illustrated hands guide the shopper to graze’s delicious product photography. Consumer testing has already been hugely successful, with feedback that the new packaging has significantly greater stand out on shelf[3] and significantly higher purchase intent[4] than before.
As a leading B Corp snacking brand, graze has improved the recyclability of its packaging. The Oat Boost wrappers now include the OPRL ‘Recycle with bags are large supermarket’ label, making graze one of the first brands to reach this milestone in the snack bar category. Improvements have also been made across its Crunch range, with the sharing bag packaging now also adding the OPRL label to pack. This is another step-change within the crips and nuts category, where keeping products fresh, crispy and as tasty in recyclable material, is widely known to be a challenge.
Time to spice it up! – introducing Peri Peri Crunch
To bring new shoppers into the snacking category, graze is launching two tasty innovations this month. Graze’s flavour-packed Crunch range is thriving, growing +18%[5] in the last year. This year, graze is going bigger and better, launching a category-first flavour to the market. Peri Peri Crunch will join the graze Crunch range, following nine months of R&D in perfecting the well-known flavour in a unique graze recipe. Packed with crunchy veg and coated in a deliciously bold Peri Peri seasoning, Peri Peri Crunch offers an HFSS compliant, healthier alternative for shoppers, without compromising on taste.
As the first ever Peri Peri flavour in the nuts category, research shows it’s also the brand’s most appealing flavour to date, with purchase intent testing at 75%[6]. The new sharing bag packs are also now recyclable**, in keeping with graze’s core values as a B Corp. Peri Peri Sharing Bags RRP* £2.50 (100g) and Punnets RRP* £1.20 (28g). Find graze Peri Peri packs in store from the 11th April 2023.
Bringing true indulgence to the snack bar category – graze Sticky Toffee Oat Boosts
It’s no surprise to anyone that shoppers are increasingly looking for products that bridge the gap between health and true indulgence[7]. By March 2023, 95% of its Oat Boost range has been made HFSS-compliant, whilst delivering a taste appeal that is better or at parity with its predecessors.
The brand also sees launching even more indulgent flavours as key to growing the snack bar category. Following the success of graze’s award-winning[8] Cherry Bakewell Oat Boosts, with sales growing +188% in the last 14 weeks alone[9], the brand’s new Sticky Toffee Oat Boosts will be graze’s most decadent product yet.
Rivalling the well-known British dessert, graze’s latest innovation tastes as good as the real thing. The new HFSS compliant indulgent flavour contains 45% less sugar[10] than an average cereal bar and is made from natural, wholegrain oats mixed with chopped dates and rich treacle for a deliciously moreish taste. Shoppers are looking for traditional sweet-treat flavours with a healthier twist, so this innovation makes indulgence the most permissible it has ever been.
Offering something new to the snack bar category, Sticky Toffee has gone down a treat in testing, achieving the highest purchase intent of any graze Oat Boosts ever before[11]. Sticky Toffee Oat Boost wrappers are now recyclable**, joining the already recyclable cardboard box exterior. Sticky Toffee Oat Boosts RRP for £2.75*(120g) will launch in stores on 11th April 2023.
Joanna Allen, CEO at graze says, “We truly believe that combining taste & health is the key to the future of snacking, and we’re committed to innovating to drive category growth in this new HFSS landscape. We’ve made huge changes across our portfolio – from a brand-new look and feel, to sustainability improvements in our packaging, to launching two new innovations into market that expertly combine health and delicious flavours. Whilst these are the key changes we’re making in 2023, at graze we’ve always considered ourselves to be pioneers in snacking. We believe that little and often is the future of food. With almost a billion snacking opportunities every week, and research showing that 97% of people are planning to snack the same, or more, in the future[12], we encourage retailers to make the most of this opportunity.”
Graze is supporting the launch of its new brand identity and new product innovations with a £6M marketing investment – its largest to date – across a range of channels, including TV, PR, social, in-store shopper marketing and digital advertising, running from April to October 2023.
*Pricing is at the sole discretion of the retailer
**At large supermarkets. Over 6,000 supermarkets across the UK now accept plastics bags and wrapping, which shoppers can take this type of plastic to for recycling.
[1] #1 in spontaneous awareness for healthy snacking brands. Source: Attest Brand Health Tracking, UK nationally representative sample, n=500 (November 2022)
[2] Source: Euromonitor 2023. Categories Included: HW Savoury Snacks & HW Sweet Biscuits, Snack Bars and Fruit Snacks.
[3] 61% conversion. Source: MetrixLab PACT test, Sep 23?
[4] 73% purchase intent. Source: MetrixLab PACT test, Sep 23?
[5] Kantar Worldpanel penetration data, 52 w/e 2 Oct 2022 vs. LY, Total Market, Total Graze Savoury Snacks
[6] (Source: Grazers online research – Mar 22)
[7] Source: 2021 GB Health Survey
[8] Graze Cherry Bakewell Oat Boosts won at The Grocer’s New Product Awards 2023
[9] Nielsen Cereal Bars Trading Data to 04/02/2023
[10] See Sugar Comparison Data at https://cdnassets.graze.com/ad1c26936c6069b9eabe0a5a409f2bdd.pdf
[11] System1, Aug’22 national representative sample of 500
[12] Loyalty Card Data Oct 2022
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