Natural Balance Foods is aiming to emulate the success of niche and ethical companies such as Innocent and Green and Black’s through the creation of two snack bar ranges that promote ethical causes.
Trek is a protein-rich bar positioned as an endurance product for people that want a sustained energy boost and comes in peanut & oat, mixed berry and cocoa brownie.
Nákd has been designed to have a more female appeal and comes in Cocoa Loco, Apple Tart and Berry Cheeky variants.
Both are made from ingredients such as raw
oats, mixed nuts and fruit, contain no added sugar and are not baked to ensure vital enzymes and nutrients are retained. The bars are described as having a “distinctly personal, non-corporate branding” and carry on-pack promotion for anti-poverty charity Care International. Although the company does not donate any money raised from sales of the bars to the charity it said the bars would raise awareness of its work among consumers.
According to MD Jamie Combs, the launches meet growing consumer fascination with healthy eating and an increased awareness of social issues such as poverty.
“The biggest story in the food industry for the foreseeable future will be about local, well-branded healthy snacks with a social cause taking customers from the multinational food corporations.”
They will be available across independents and in Boots, Waitrose and Fresh & Wild stores from January 5 with an rsp of 99p for Trek and 89p for Nákd.
Natural Balance Foods is also revamping its JC’s Kitchen brand next year with new packaging and is moving its positioning away from low carb to focus more on the products’ low GI, no added sugar attributes.
Pringles is looking to make a giant impact when it goes back on air from Tuesday (November 15) with a national TV ad campaign linked to King Kong. The ad is part of a £2m Pringles Kong campaign that supports the film, released on December 14, and which includes in-store executions and point of sale material. Pringles is also running an on-pack promotion giving a chance to win a trip to New Zealand.
Stefan Chomka