Natural Balance Foods is set to drive sales of its £32.2m Nākd brand with two new additions to the range, plus a new limited edtion flavour, all designed to meet the needs of shoppers looking for flavour-filled, better-for-you snacks.
In addition to the exciting new bar flavours, Nākd is launching a multipack option for its 4 best selling Nibbles flavours (Salted Caramel, Toffee Treat, Strawberry & Cream & Fruit Salad) with an RSP of £2.85. The Nākd Nibbles range has been a massive success since its launch last year, generating more than £2m in sales. The Nākd Nibbles range also scooped The Grocer’s Top Launch accolade in the Free From category in the 2015 Top Products Survey.
The first new variant in the range, launching in July, is Nākd Peanut Delight – a rich and nutty bar with chunks of peanut pieces and a hint of sea salt (RRP 75p per 35g bar). Just like the rest of the Nākd range, it’s free-from added sugar, gluten, wheat and dairy, is one of your five-a-day and made with nothing more than raw fruit, nuts and natural flavours. It makes the perfect, vegan-friendly snack for a mid-morning or afternoon energy boost.
Nākd Apricot Crunch (RRP 75p per 30g bar) joins the crunch bar range in July to offer consumers an easy way to add protein to their day. With 5.5g (18%) of added protein and juicy chunks of apricot, the bars are all-natural, vegan-friendly and contain no gluten, wheat, dairy or added sugar. Each bar is made simply using raw fruit, nuts, natural flavours and pea protein crunchies, all smooshed together into a snack-sized bar. New Apricot Crunch joins four other flavours in the Crunch range – Apple, Banana, Strawberry and Cocoa.
Snackers with a sweet tooth can now have their cake and eat it too with Nākd’s limited edition Carrot Cake bar (RRP 75p per 35g bar). Made with pieces of carrot, walnut, almonds and a hint of warm cinnamon, all smooshed together to make a “cakey” texture, it’s the perfect on-the-go version of a home-baked classic. And of course it contains no added sugar and is gluten, wheat and dairy-free. It is also available from July until March next year, and meets consumer demand for snacks inspired by dessert flavours. Last year Nākd’s pudding/dessert-inspired flavours saw sales increase by 101% year-on-year to £3.4m, particularly driven by Bakewell Tart, which generated an extra £1.4m in sales growth alone.
Tesco has already agreed to list Nākd Carrot cake, which will appear on shelves in July. At the same time, multipacks (4x40g) of Nākd Nibbles Salted Caramel and Toffee Treat will also be listed.
Christel McCombie, Tesco free from buyer, said: “The Nākd brand is proving really popular with Tesco customers looking for delicious, healthy snacks. For instance, both Bakewell Tart and our range of Nākd Nibbles are performing strongly, so we’re expecting the new products to be very well received too.”
Marina Love, marketing director at Natural Balance Foods, said: “Consumers snack for many different reasons, ranging from needing an energy boost to wanting to reward themselves or simply to take a break. In the past any of these need states might have been met by chocolate or bagged snacks, however, today, increasing numbers of shoppers expect to be able to find healthier options in supermarkets and convenience stores. Nākd’s range encompasses all these need states, while still offering consumers a choice of better-for-you snacks that tick the health boxes and taste delicious.
“In January 2014, Nākd sales were just touching £11.5m. Today they stand at £32.2m – that’s an increase of 179%. Impressively, 71% of Nākd’s sales growth is incremental to the category, driven by new customers to the category as well as existing customers adding Nākd to their repertoire. These latest additions to our line-up will help us to accelerate further growth and attract yet more new shoppers,” Love added.