Natural Balance Foods taps into “healthy indulgence” with new Nākd Posh Bits

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Natural Balance Foods is set to launch a new range of premium snacks under its £33.6m Nākd brand. Nākd Posh Bits will appeal to consumers looking for luxurious, guilt free snacks.

Nākd Posh Bits taps into two key shopper trends – indulgence and sharing – and come in three exclusive “grown-up” variants that take advantage of consumer passion for chocolatey flavours: Cocoa Raspberry, Cocoa Sea Salt and Cocoa Mandarin.

As always, 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. Just like other products in the Nākd portfolio, they contain no added sugar, syrups and are gluten, wheat and dairy-free, plus count as one of your five-a-day.

Natural Balance Foods’ marketing director, Marina Love, says: “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 says: “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.