Natural Balance Foods is expanding its nakd brand this April, with the addition of two ranges joining its popular portfolio of wheat, gluten, dairy free and vegan snack bars. A first for the brand, nakd Protein Bars will be on shelf this spring to meet demands for functional health products, and target on-the-go occasions, while nakd Big Bars will roll out to target those shoppers looking for a larger snack to help re-fuel whilst on the move.
Protein variants added £25m to the UK snack bar market in 2022[1] and this is only expected to grow, by an estimated +6.2% between 2022 and 2028[2]. nakd Protein Bars not only provide an unprocessed protein offering that is HFSS compliant, but they are also the only raw protein bars in the fast-growing segment. With 56% of consumers influenced by product ingredients[3], the protein bars offer the same great taste consumers know and love, with the added benefit of protein. Available in single bars and multipack format, shoppers will be able to choose from three tempting flavours: Cocoa Hazelnut, Peanut Butter and Caramel.
Jo Agnew, marketing director at Natural Balance Foods, comments: “The functional health market is booming and it’s a sector that’s becoming increasingly important to shoppers, so it’s vital we meet consumer demand for tasty, yet healthy, snacks. 40% of consumers now want to structure their diets to help improve their mood, with protein content ranking high as a reason to purchase[4]. The nakd portfolio contributes towards one of your five a day, appealing to health-conscious shoppers, and by expanding the range we’re offering retailers the chance to grow sales with even more choice from a recognisable brand. We’re also aiming to support category growth by attracting new shoppers with an additional benefit of protein on offer when enjoying a nakd bar.”
As one of the leading brands in the better for you bars category, and with healthy snacking continuing to grow at +8.3%[5], nakd is ideally placed to shake up snacking through tasty innovation. The second addition to its portfolio, nakd Big Bars, is set to help keep shoppers fuller for longer and will unlock increased opportunities at front of store locations, particularly within meal deals. Available in the brand’s two best-selling flavours; Cocoa Orange and Blueberry Muffin, nakd Big Bars will be 45g, 10g more than the standard size.
Agnew continues: “With good portion size now being an important decider for choosing snacks, and bigger bar sizes driving single snack bar growth[6], now is the right time to increase the size of some of our bars. Our nakd Big Bars will help fuel the on the go occasion while delivering a fulfilling snack.”
Both launches will be supported by nationwide social, digital and shopper activations to keep them front of mind for shoppers. nakd Protein Bars will be available in single and multipack (3x45g) formats with an MRSP of £1.25 and £3.00 respectively. nakd Big Bars will be available as individual bars with an MRSP of £1.25; with all packaging for both additions created with fully recyclable film.
[1] IRI 31.12.2022
[2] Globalnewswire, 2022
[3] The Food Industry Association, 2022
[4] Mintel ‘Attitudes to Healthy Eating’, UK, 2022
[5] The Grocer Guide to Snacking 2022
[6]IRI 31.12.2022
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