Natural Balance Foods is set to build on its category-beating sales performance of 2014 with a raft of NPD and a compehensive programme of advertising, marketing and promotional support behind its Nākd and TREK brands.
The heavyweight push follows the phenonemal performance of both brands last year, which saw Nākd sales increase by 88.3% to £20.8m compared to a 3.4% fall in sales across the Healthier Biscuits category as a whole. Natural energy bar TREK also saw sales leap by 373% to £2.4m.
The past 12 months also saw new flavours added to the Nākd line-up in the form of a Bakewell Tart Bar and a limited edition Christmas Pud variant, while an updated range of TREK Protein Energy Bars in four flavours, arrived on shelves in the Autumn.
Natural Balance Foods will keep the momentum going throughout 2015 with a sustained stream of activity to include:
- NPD with innovative new formats and flavours to take Nākd into new snacking occasions
- Above-the-line poster, press and online advertising supported by social media
- Promotional giveaways and competitions, sampling at exhibitions, shows and via magazine covermounts for both brands
Natural Balance Foods will also partner specific retail and wholesale customers to drive brand growth across different channels, at the same time creating bespoke campaigns to attract new customers, while increasing weight of purchase amongst existing shoppers.
This year’s sales drive kicked off with the Nākd Love campaign with posters at more than 200 Tube stations around 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. It was further strengthened by a series of customer specific promotions in Tesco, Asda, Sainsbury’s and Waitrose which included banner ads on supermarket websites, mult-buy deals on singles and multipacks, plus till toppers and branded hotspots in Tesco and Asda outlets.
“The start of the year also saw Nākd support the Veganuary campaign, which encouraged people to switch to a vegan diet for the month of January to help the environment, improve animal wellbeing and boost health. The drive generated more than 30,000 sign-ups, with a third of consumers opting to receive further information from Nākd.”
Marina Love, Marketing Director at Natural Balance Foods said: “Nākd is in growth in all areas, 64% of Nākd’s growth is incremental to the category – as it attracts new shoppers while at the same time existing Nākd shoppers are buying more.
“2015 will see us drive further brand awareness amongst our key target audience of ‘healthy lifestylers’ and mainstream consumers looking for healthy, great tasting, alternatives. We’ll also broaden brand appeal with new product formats and indulgent flavour combinations.
“TREK has also put in a strong performance and 2015 will be about establishing it as a key player in the natural energy bar market – building brand awareness by communicating the benefits and encouraging trial and purchase.”