Natural Balance Foods is expanding its £21.8m Nākd brand into new snacking occasions with the launch of Nākd Nibbles – a healthier snack that’s said to be perfect for on-the-go, as a topping or for sharing with friends.
Nākd Nibbles will be unveiled to the trade for the first time at IFE 2015 (22-25 March, ExCel London) and initially launched in Asda in four flavours at the end of March, marking yet another milestone in the rise of the Nākd brand, which has seen sales increase by 89%.
Nākd Nibbles are a blend of pure fruit and nuts and, just like the rest of products in the Nākd portfolio, contain no-added sugar and are gluten, wheat and dairy-free. The first four flavours on Asda shelves will be Tooty Fruity, Strawberries & Cream, Coconut Bliss and Fruit Salad.
The launch not only taps into huge number of shoppers already choosing Nākd – 36% of Nākd’s sales come from shoppers switching from other brands, it also capitalises on the buoyant snacking market, which is expected to increase in value by another £1bn within four years – taking it to a little under £4bn. What’s more, Nākd Nibbles will meet the needs of the 40% of consumers who are looking for healthier, great tasting, snacking alternatives, the company claims.
Nākd Nibbles will benefit from the halo effect of the Nākd Love campaign at the start of this year that included posters at more than 200 Tube stations in central London, supported by a 40,000 Nākd bar giveaway promoted both in print and online across titles including Metro, Evening Standard and the Daily Mail.
Marina Love, marketing director at Natural Balance Foods, said: “Nākd Nibbles is perfectly timed to appeal to consumers looking for a tasty snack that’s also healthy and will help to drive the 64% of Nākd growth that is already incremental to the category.
“Research shows that one in four consumers look for nutritional benefits when choosing a snack, and with 52% of adults now shopping free from products. Nākd Nibbles will broaden the brand’s appeal to both ‘healthy lifestylers’ who make up 64% of all free from purchases and shoppers who simply want to add healthier, but no less tasty, options to their snacking repertoire.”
Natural Balance Foods will roll out Nakd Nibbles to other supermarkets later in the year along with yet more fabulous flavours.
Nākd Nibbles are also be available online from www.naturalbalancefoods.co.uk
RRP: 80p/40g pack