the phenomenal growth of its Nākd range (+51.3% growth year-on year within the Cereal Bar category) and increasing consumer demand for great tasting healthy snacks, Natural Balance Foods has extended its till topper offering, enabling yet more consumers to sample the popular range on the go.Since the end of July 35g Nākd bars have been available at 10,000 till points across 900 Tesco stores throughout the UK. Top variants from the range of 100% natural, healthy snacks including Cocoa Orange and Cashew Cookie are available along with some of the latest product innovations – Strawberry Crunch and Rhubarb & Custard.
To drive trial and capitalise on impulse purchases during the summer season, the brand is running a price promotion with Tesco. With one in 20 UK households buying Nākd in 2013 and previous promotions delivering an average uplift of 568% v base sales, the activity is well placed to attract new consumers and fuel growth in the buyoant healthy biscuit category, currently worth £410 million.
Morrisons is also capitalising on the increasing consumer demand for healthier options by giving Nākd bars a permanent listing at 812 till spaces across 450 stores. Variants available at the till will include Nākd’s hero flavours: Berry Delight, Cocoa Orange and Cocoa Delight.
Nākd – a finalist in The Grocer 2014 SME Brand of the Year – has put on more income growth to the wider healthy biscuits category than any other brand securing an additional £6 million sales and driving growth through regular innovation and product development. Currently worth £14 million and the fastest growing brand within cereal bars, the brand has become a household favourite since launching in 2004 and has fuelled the trend for healthy snacks that do not compromise on taste.
Marina Love, Marketing Director at Natural Balance Foods, comments: “With 3 million consumers enjoying Nākd last year, there is real demand for convenient, tasty and nutritional on-the-go snacks that have wide appeal. Our bars offer the perfect solution for those looking for a portable snack to enjoy between meals to keep them refuelled or to complement a lunchbox offering.
“Listings at till points allow us to continue to attract new consumers and encourage more people to make the switch from processed foods to healthy wholefood alternatives that taste just as good and come in popular flavour combinations.”
All Nākd bars contain 100% natural ingredients with no added sugars or syrups and are wheat, dairy and gluten free.
