Cadbury has set its sights on health-conscious shoppers with the launch of its own nut bar.
Rivalling the likes of Kind and Trek, new brand Cadbury Nuttier will debut in retail from January with a trio of flavours: Coconut & Almond, Cranberry, Almond & Peanut, and Peanut & Almond.
The bars contain 40% whole fruit and nuts, which are embedded on a base of Cadbury milk chocolate.
They are billed as a source of fibre and “one of the first products within the ‘healthier bars’ segment to include milk chocolate” according to Cadbury (rsp: £1.19/40g).
The Cadbury brand was “in prime position to deliver growth for the healthier bars category, catering for the growing shopper demand for snacks that are wholesome but still deliver on taste,” said Cadbury Nuttier brand manager Lyndsey Homer.
Coconut & Almond, Cranberry, Almond & Peanut and Peanut & Almond contain 203, 201 and 206 calories respectively.
Cadbury said it was “confident Nuttier is one of our best-tasting bars yet, performing exceptionally in testing”, added Homer.
“This, combined with its striking packaging that will stand out on shelf, will mean Cadbury Nuttier is sure to be a hit for shoppers.”
Point of sale materials and in-store displays will carry the slogan “there are two sides to every bar” flagging that the snacks have a milk chocolate base.
Cadbury isn’t the only confectionery brand eyeing the booming snack bars category.
This year saw Mars, for instance, venture further into the protein market with the launch of M&M’s Hi Protein Chocolate Peanut Bars. It already sells Snickers and Mars branded protein bars.