Natural Balance Foods is set to launch a new range of premium snacks under its £33.6m Nākd brand. The company said the new Nākd Posh Bits will appeal to consumers looking for “luxurious, guilt free” snacks, tapping into two key shopper trends – indulgence and sharing.
The product comes in three “grown-up” variants that take advantage of consumer passion for chocolatey flavours: Cocoa Raspberry, Cocoa Sea Salt and Cocoa Mandarin.
Nākd Posh Bits are made using a combination of raw fruit, including freeze-dried raspberry and mandarin pieces, and nuts “smooshed” together with rich, dark cocoa. They contain no added sugar, syrups and are gluten, wheat and dairy-free.
Natural Balance Foods’ Marketing Director Marina Love said: “The consumer trend across many categories is for premium and indulgent products packaged in sharing, re-sealable bags. Nākd Posh Bits replaces and updates our current Nākd Bits range, which has seen +78% year-on-year growth, with chocolate flavours driving that growth – Chocolate Orange is up 93% year-on-year and Cocoa Delight has grown 79%.
“New Nākd Posh Bits takes our sharing range to another level, with grown-up, indulgent and ‘treaty’ flavours to differentiate them from other products in our range and with new premium packaging that can be re-sealed. They will help to bring new consumers both into the brand, and into the sharing-snack sector.”
Nākd Posh Bits will be launching in September across the key grocery retailers and will be supported by a multi-channel media campaign including on-line, print, in-store and consumer sampling.
Asda buyer Dean Hayden commented: “Nākd Bits have performed really well for Asda so I am expecting new Posh Bits to really drive extra sales. The team at Nākd have done a great job in reformulating the Bits product and I believe the new flavours and resealable pouch will be a winner with ASDA customers.
All three flavours of Nākd Posh Bits are available in 130g resealable, premium quality pouches and have an RSP of £2.75