TREK, the all-natural wholefood energy bar and flapjack range from Natural Balance Foods, is targeting men’s health and fitness titles as part of a sales-growth campaign kicking off in May and running throughout the summer.
Natural Balance Foods is also planning a month-long campaign in May to drive sales and penetration of its Nākd and TREK bars to coincide with Coeliac Awareness Week.
The TREK activity will include full-page press advertising and more than 130,000 cover-mounted TREK bars across key titles including Cyclist, Men’s Health and Men’s Fitness. Digital support includes banner ads on Rugby World, Golf Monthly, World Soccer and Cycling Weekly websites, including a 15% off promotion, plus targeted social media to grow TREK’s online community of more than 10,000 Facebook fans and nearly 1,000 Twitter followers. A series of price promotions through the major multiples will underpin the consumer activity in-store.
TREK is said to fit perfectly into a sporting or active lifestyle because each bar is created using a wholefood approach – simply made with fruits, nuts, oats and a hint of natural flavouring. They are wheat, gluten and dairy free and made with no added sugar and contain 11g of protein and a combination of fast and slow release carbohydrate, making them the perfect after-exercise snack or to keep you going throughout the day.
Marina Love, marketing director for Natural Balance Foods, said: “This summer we’re focusing on further building TREK’s profile amongst its key male audience. TREK is already performing strongly – sales are now £3m – an increase of 313% year-on-year. Its success comes as consumers – particulary those who are already interested in health and fitness – look to swap less healthy choices for products that are made with natural ingredients and minimal processing. In fact, research shows that some 40% of consumers are switching to healthier snack alternatives and one in four consumers look for nutritional benefits when it choosing a snack.
“TREK is already putting in a strong performance, so this year 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.”
The May activity around Coeliac Awareness Week will run in the major multiples, including Sainsbury’s, Asda, Morrisons and Ocado, includes a raft of price promotions, such as three for two and five for four deals, plus multipack offers and online banner advertising as part of the supermarkets’ drive to grow gluten-free category sales over the period. June will also see an extension of activity through Waitrose with a price promotion and advertising in My Waitrose magazine.