Tribe and Wildfarmed have launched a trio of co-branded oat bars into Sainsbury’s.
Made using Wildfarmed’s regeneratively grown oats, Blueberry & Almond Butter; Toffee, Pecan & Raisin; and Apple & Raspberry are available as single 50g bars (rsp: £1.50) and multipacks (rsp: £3/3x50g).
They have launched exclusively into more than 1,100 Sainsbury’s stores, ahead of a wider retail rollout.
Tribe and Wildfarmed have already trialled the bars, having launched Apple & Raspberry via Tribe’s DTC platform in April.
“We are thrilled to see the new range of flapjack bars now on the shelves of one of Britain’s biggest supermarkets,” said Wildfarmed chief growth officer Callum Morris.
The Sainsbury’s launch was “a significant moment in our mission to take regen mainstream”, Morris added.
Tribe co-founder Tom Stancliffe added: “Customers are looking for healthier, more sustainable snacks, and it’s a great feeling to be able to see these hitting the shelves in Sainsbury’s.”
Founded in 2018 by Groove Armada musician Andy Cato, former TV presenter George Lamb and finance guru Edd Lees, Wildfarmed works with over 150 UK farmers who are currently growing wheat, barley and oats using regenerative methods.
It last month snagged Tesco listings for its Regenerative Sliced Seeded Bread and Regenerative White Rolls (both rsp: £2.50), having already won Waitrose and Ocado listings for the bakery range.
Meanwhile, Tribe raised £2.4m in January to back the launch of its Protein + Focus bars, containing adaptogens.
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