Proper is entering the snack bar category.
The brand has created a duo of popcorn bars in a bid to tap “booming” growth in snack bars, it said.
The duo – Salted Caramel and Hazelnut Praline – are made with popcorn, nuts, crispy rice pieces and Fairtrade chocolate, and are palm oil-free (rsp: £1.59/25g-26g).
They weigh in at under 116 calories per bar, and are touted as being high in fibre, vegan and gluten-free. Their packs are made from 30% recycled plastic.
The brand said the launch “responds to unwavering demand from shoppers for healthier on-the-go snacking options at front of store”.
“As a nation, we’ve seen a shift towards mindful snacking, with more people than ever looking for alternatives that deliver on both health and taste,” Proper founder Cassandra Stavrou told The Grocer.
“In a category that’s made of trade-offs, we are making none,” she added.
The launch marks the first NPD to hit shelves since Proper was snapped up by PE firm Exponent in 2020 and merged with fellow healthier snacking brand Eat Real.
It comes after a transitory year for the snack bar category, during which on-the-go sales were hit badly by the onset of the pandemic.
However, while Nielsen data – which measures the total market – shows a decline of £36.1m for the category over the year to 5 September 2020, latest Kantar data for takehome sales shows growth of 2% to £365.4m for the year ending 24 January.