Natural Balance Foods (NBF) is expanding its Nakd brand this April, with Protein Bars and Big Bars.
Available in single bars (rrp £1.25) and multipack format (3x45g, rrp £3), Nakd Protein Bars come in Cocoa Hazelnut, Peanut Butter and Caramel flavours. The company claims that the HFSS-compliant bars are the only raw protein bars in the segment.
Protein variants added £25m to the UK snack bar market in 2022 (IRI) and this is only expected to grow, adds the firm.
Meanwhile, NBF states that Nakd Big Bars will unlock increased opportunities at front of store locations, particularly within meal deals. Available in the brand’s two best-selling flavours; Cocoa Orange and Blueberry Muffin, Big Bars weigh 45g, which is 10g more than the standard size, and have an rrp of £1.25.
Marketing director Jo Agnew says: “The functional health market is booming and it’s a sector that’s becoming increasingly important to shoppers, so it’s vital we meet consumer demand for tasty, yet healthy, snacks. 40% of consumers now want to structure their diets to help improve their mood, with protein content ranking high as a reason to purchase [Mintel]. The Nakd portfolio contributes towards one of your five a day, appealing to health-conscious shoppers, and by expanding the range we’re offering retailers the chance to grow sales with even more choice from a recognisable brand. We’re also aiming to support category growth by attracting new shoppers with an additional benefit of protein on offer when enjoying a nakd bar.”
She continues: “With good portion size now being an important decider for choosing snacks, and bigger bar sizes driving single snack bar growth6, now is the right time to increase the size of some of our bars. Our nakd Big Bars will help fuel the on the go occasion while delivering a fulfilling snack.”
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