‘Superfood’ brand Naturya has launched a swathe of NPD in a bid to bring “superfood solutions” to breakfast, lunch, snacking and home-baking occasions.
It has added 20 new products, including overnight oats, flaxseed blends, hot chocolate and spirulina & chlorella tablets, all of which are vegan, palm-oil free and gluten-free (rsp: £5-£9/175-300g).
The full range has rolled out online via the brand’s website. Ocado is set to stock several of the new SKUs from January 2022, along with Holland & Barrett, Superdrug, Tree of Life and Amazon.
They would “help retailers capitalise on the explosion in demand for products containing superfoods in 2022 and beyond”, said Naturya.
Naturya marketing director Lewis Black said ‘superfoods’ were set to follow “the same growth trajectory” as protein.
“Our latest research into the behaviours and habits of consumers post-pandemic highlights the huge size and scale of the superfoods opportunity, which is set to explode over the next year and beyond”, he said.
“We also know that people are prepared to pay a price premium for products that contain superfoods and so there is a significant opportunity for retailers to stock up, promote and display superfood products in store and trade shoppers up across multiple categories.”
The new product range, which was “developed with specific consumer needs including immunity support and gut health at its core” met the demands of today’s “health-conscious and time-poor consumers”, Black added.
In October 2020, the brand made a play to lure health-conscious consumers with a trio of organic ‘functional blends’, designed to support immunity, energy and cognition.
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