graze announces launch of new under 100 calorie ‘wow bakes’


graze, the UK’s number one healthy snacking brand, is delighted to announce the launch of its new under 100 calorie ‘wow bakes’ range.

Created in response to growing consumer demand for healthy lower calorie and sugar options that are both satisfying and nutritious, the whole grain oat-based range provides a wholesome sweet treat that’s high in fibre and doesn’t compromise on taste.

A wholesome alternative

In line with graze’s sugar reduction initiative which will see the business significantly reduce the sugar content across its entire cereal bar range through using a natural alternative, chicory root fibre by 2020, the new line contains less than 4g of sugar – less than a teaspoon – per bake.

This is around half the amount of sugar than in the average cereal bar which contains 27.6g per 100g portion[2].

Available in chocolate sea salt, honeycomb crumble, sticky toffee and lemon drizzle, the dessert-style bakes offer a perfectly portioned treat for that afternoon pick-me-up or evening indulgence.

The new ‘wow bakes’ will launch in Tesco stores this month, followed by other major retailers across the UK over the summer.

Snacking innovation

As the third biggest brand in the wholesome cereal bar sub-category[3], the launch of graze’s ‘wow bakes’ demonstrates its dedication to maintaining its position at the forefront of healthy snacking innovation.

The business plans to develop additional products within this sub-category, seeking out further opportunities to push forward as a disruptive leader in the space and help consumers find healthy, wholesome alternatives while maintaining the same great taste.

Commenting on the launch, Pia Villa, chief brand officer at graze, said: “The introduction of our new sub-100 calorie ‘wow bakes’ is just another step in our mission to help consumers enjoy healthy eating.

“Following the launch of our initiative to significantly reduce the sugar content across our entire cereal bar range last month, we plan on continuing to push the boundaries of healthy snacking innovation in order to provide delicious, nutritious products for our grazers.”