Fruit snacking brand Bear has reformulated its non-HFSS Alphabites cereals to improve their taste.
New versions of the original flavours – Multigrain and Cocoa – will go on sale into Sainsbury’s, Waitrose and Ocado on 15 August (rsp: £2.50/350g).
They will hit shelves in new-look packaging, which would bring them “more in line with the rest of the Bear range”, said the brand.
The relaunch would “encourage cross-category purchase among existing Bear shoppers to its children’s fruit snacks, as well as driving awareness to recruit new consumers to the brand via a tastier product and fun design”, it added.
Bear marketing director Jo Agnew said the relaunch would “create standout on shelf and drive purchase among shoppers looking for a healthier option for their families”.
Alphabites were “fun and tasty, while also being naturally high in fibre and containing no refined sugar or salt”, Agnew added.
Bear first launched the original Alphabites cereals almost a decade ago, in June 2013.
The move to reformulate follows a flurry of recent innovation in healthier cereals.
Snacking brand Brave this month launched a non-HFSS breakfast cereal made from pulses; startup Surreal debuted its HFSS compliant cereals in January 2022; plant-based protein brand Misfits launched its own line of cereals in May; and Eleat debuted with four functional cereals in July.
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