Natural Balance Foods is extending its Nakd healthy snacks brand into sharing bags.
Nakd Bits, rolling out to Tesco stores now, are bite-sized pieces of the company’s single snack bars. They are available in 130g bags (rsp: £2.25) in three flavours - Cocoa Delight, Berry Delight and Cocoa Orange - and are made from 100% raw fruits and nuts blended together with natural flavours. The products are wheat, dairy and gluten-free, and contain no added sugar or syrups.
Bucks-based Natural Balance Foods said the launch was designed to tap into consumer demand for healthy yet indulgent treats. A survey by ICM Research showed that 63% of consumers felt there was a need for healthier snacks in sharing packs.
“As consumers swap their big nights out for big nights in, this has created an opportunity to introduce a range of sharing bag formats that taps into the growing trend, and bring new shoppers to the brand,” said Natural Balance Foods marketing director Marina Love.
The launch comes three weeks after Natural Balance Foods won the sweet snacking category of The Grocer’s 2013 New Product Awards with Nakd Crazy Cola Infused Raisins. The business also produces Trek Protein Bars and Trek Protein Flapjacks.
Tesco said Nakd Bits would extend its free-from offer. “A lot of consumers are looking for free-from alternatives, whether it’s because of an intolerance and sensitivity, or simply because of healthier lifestyle choices,” said the retailer’s free-from buyer Lauren Tredgett.