Leading dried fruit snacking brand, Urban Fruit, is introducing a brand-new sub range to its portfolio this March – Urban Fruit Oat Bites. The gluten free snack range will contain crunchy oats with puffed rice and toasted coconut, and will be available in three nostalgic and indulgent flavours – Ginger & Pecan, Cocoa & Hazelnut and Mango, Pineapple & Coconut.

With the snacking market forecast to grow 21% by 2023[1], Urban Fruit Oat Bites will help retailers meet ongoing shopper demand for a healthier snack which still tastes delicious. Targeting health conscious consumers who lead busy, on-the-go lifestyles, the new range carries key health claims such as high in fibre, gluten free, vegan friendly and will deliver less than 123 calories a pack.

This is the first product launch outside of dried fruit snacking for Urban Fruit, a move which has come from recognising that the brand’s loyal customers are looking for a range of healthier options as they navigate through the snacking aisle.

Jo Agnew, marketing director at Urban Fresh Foods Ltd, comments: “Snacking trends have evolved over recent years and the market has grown – it’s important we keep a step ahead to help retailers drive snacking sales. Research shows that half of snacking shoppers are always on the lookout to try something new, in terms of tastes and textures[2]. Urban Fruit Oat Bites fulfils this need as a tasty snack, largely due to the use of oats, nuts and coconut that ensures shoppers are getting the enjoyment they crave, without the need to feel guilty.

“We have really focused on ensuring that Urban Fruit Oat Bites reflect flavours and tastes that are well-known and loved by shoppers. The ingredients we have used meet emerging trends that are proving more important to shoppers, for instance Chicory Root, making Urban Fruit Oat Bites high in fibre – an essential nutrient that we know 94 – 98% of the population are not getting enough of[3], as well as being good for gut health. Being gluten free and suitable for vegans will also ensure Urban Fruit Oat Bites appeal to Britain’s 600,000 vegans[4] and the one in ten people in the UK who now avoid gluten[5],” concludes Agnew.

Urban Fruit Oat Bites will have an MRSP of £1.10 for a 27g pack.

[1] Mintel, Consumer Snacking. May 2019. Mintel, Crisps Snacks and Nuts. Jan 2019

[2] Mintel, Consumer Snacking. May 2019. Mintel, Crisps Snacks and Nuts. Jan 2019

[3] National Diet and Nutrition Survey (NDNS), April 2019

[4] The Vegan society

[5] Kantar, Free from category continues to grow, 2018

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