graze launches new kids’ cereal bar range

Healthy snacking brand, graze, is on a mission to improve kids’ snacking with the launch of its new kids’ cereal bar range – Super Snackers. Marking the brand’s significant move into the kids snacking category, the range has been developed with kids to feature their favourite flavours; Chocolate, Strawberry and Toffee Apple – which not only taste great, but also contain 50% less sugar than the average cereal bar currently on the market, offering a healthier alternative for parents.

The strategic move to a new category is very much in line with the brand’s purpose to help people of all ages enjoy healthier living every day and has been based on genuine consumer insight. The brand identified that more than 80% of parents buy cereal bars for their kids, yet whilst kids place importance on flavour and fun, parents say that sugar and artificial ingredients are their biggest concern. With the category filled with cereal bars that are packed with sugar, graze has found the perfect solution, by balancing the needs of kids and parents alike with the new Super Snackers range – creating a huge sales opportunity for retailers to capitalise on.

Aimed at children aged six to ten, graze’s taste experts have created the range specifically with kid’s taste buds in mind – with each bar containing chewy whole oats and real fruit pieces or a touch of chocolate. With 50% less sugar than the average cereal bar, high in fibre, under 100 calories and no artificial colours, flavours, preservatives or sweeteners, graze offers parents a healthier alternative, that kids can enjoy at any time of day.

Pia Villa, chief brand officer at graze, commented: “Kids love treats and snacks, but for parents it’s a real worry about how much sugar these items contain, so they often resort to giving them adult bars which aren’t an ideal alternative as they haven’t been developed with kids in mind. We could see a real gap in the market for a healthy snacking range made specifically for kids that doesn’t compromise on flavour, with the demand from both parents and retailers alike. The range provides a really exciting opportunity for retailers and we will continue to look at ways to diversify our range to offer products that resonate with parents.”

Designed to achieve maximum stand-out within the cereal bar aisle, each variant features bold colours and eye catching designs, and is also colour coded by flavour to make purchasing easier for parents.

The new graze Super Snackers kids range is available in Waitrose from 20th April 2020, with other supermarkets following this summer. The range will also be available for shoppers to buy online, via graze’s direct to consumer channel to help drive buzz and further awareness around the launch.

  • graze Super Snackers Chocolate – RRP £2.00 per 4 bar pack – 99 kcal per 23g bar
  • graze Super Snackers Strawberry – RRP £2.00 per 4 bar pack – 97 kcal per 23g bar
  • graze Super Snackers Toffee Apple – RRP £2.00 per 4 bar pack – 97 kcal per 23g bar