Graze Kids - Strawberry_4x24g Carton VIS 1_RGB

Source: Graze

Super Snackers is availalable in Chocolate, Strawberry and Toffee Apple

Healthier snacking brand Graze is rolling out Super Snackers cereal bars, its first range for children.

Available in three variants, the oat-based lineup promises “50% less sugar than the average cereal bar”. Each 100g of Chocolate, Strawberry and Toffee Apple (rsp: £2/4x23g) offers 12.2g to 12.6g of sugar. By comparison, Rice Krispies’ child-focused cereal bar contains 29g of sugar per 100g, while Cadbury’s Brunch Bar Choc Chip has 32g.

Graze’s Super Snackers provides under 100kcals per 23g portion, and no more than 1.4g of satfat.

Aimed at children aged six to 10, the new trio was developed specifically for children’s palates. It is made with whole oats, real fruit pieces and chocolate – with no artificial colours, flavours, preservatives or sweeteners

The launch satisfied “the needs of kids and parents alike” claimed Graze. “Whilst kids place importance on flavour and fun, parents say that sugar and artificial ingredients are their biggest concern.”

Super Snackers is on shelf from this week in Waitrose, with further major listings expected in the summer. The range is also available via Graze’s direct to consumer channel.

“We could see a real gap in the market for a healthy snacking range made specifically for kids that doesn’t compromise on flavour, with the demand from both parents and retailers alike,” said Graze chief brand officer Pia Villa.

The Unilever-owned brand would “continue to look at ways to diversify our range to offer products that resonate with parents” she added.

In January, Graze committed to reducing its plastic packaging by 80% over the next two years. It intends to introduce a paper-based punnet later this year, replacing the current 100% recyclable plastic version made from 50% recycled materials.