Natural Balance Foods is expanding its nakd brand this April, with the addition of two ranges joining its portfolio of wheat, gluten, dairy free and vegan snack bars.
A first for the brand, nakd Protein Bars will be on shelf this spring to meet demands for functional health products, and target on-the-go occasions, while nakd Big Bars will roll out to target those shoppers looking for a larger snack to help re-fuel whilst on the move.
The Protein Bars will come in three flavours – Cocoa Hazelnut, Peanut Butter and Caramel – and be available in single and multipack (3x45g) formats with an MRSP of £1.25 and £3.00 respectively.
Jo Agnew, marketing director at Natural Balance Foods, commented: “The functional health market is booming and it’s a sector that’s becoming increasingly important to shoppers, so it’s vital we meet consumer demand for tasty, yet healthy, snacks. 40% of consumers now want to structure their diets to help improve their mood, with protein content ranking high as a reason to purchase.
“The nakd portfolio contributes towards one of your five a day, appealing to health-conscious shoppers, and by expanding the range, we’re offering retailers the chance to grow sales with even more choice from a recognisable brand. We’re also aiming to support category growth by attracting new shoppers with an additional benefit of protein on offer when enjoying a nakd bar.”
Meanwhile, the nakd Big Bars are expected to unlock increased opportunities at front-of-store locations, particularly within meal deals. Available in the brand’s two best-selling flavours – Cocoa Orange and Blueberry Muffin – nakd Big Bars will be 45g, 10g more than the standard size (MRSP of £1.25).
Agnew said: “With good portion size now being an important decider for choosing snacks, and bigger bar sizes driving single snack bar growth, now is the right time to increase the size of some of our bars. Our nakd Big Bars will help fuel the on-the-go occasion while delivering a fulfilling snack.”
Both launches will be supported by nationwide social, digital and shopper activations.
