UK snack brand Graze has launched a range of cereal bars for children, marking its most significant move into the kids snacking category.
Aimed at children aged six to ten, Graze’s new Super Snackers line is available in three flavours: Chocolate, Strawberry and Toffee Apple.
With the launch, the brand aims to provide a healthier option that will appeal to parents while satisfying children’s desire for ‘flavour and fun’.
Each serving reportedly contains 50% less sugar than the average cereal bar on the market, fewer than 100 calories and is a source of fibre. The bars are also free from artificial colours, flavours, preservatives or sweeteners.
Founded in 2008, Graze makes a range of nuts, trail mixes, cereal bars and other wholesome alternatives to mainstream snacking options. In February 2019, Unilever announced it had acquired the snack firm from investment company The Carlyle Group.
Commenting on Graze’s latest launch, chief brand officer Pia Villa said: “Kids love treats and snacks, but for parents it’s a real worry about how much sugar these items contain, so they often resort to giving them adult bars which aren’t an ideal alternative as they haven’t been developed with kids in mind.
“We could see a real gap in the market for a healthy snacking range made specifically for kids that doesn’t compromise on flavour, with the demand from both parents and retailers alike.
“The range provides a really exciting opportunity for retailers and we will continue to look at ways to diversify our range to offer products that resonate with parents.”
Graze’s Super Snackers kids’ range is available from Waitrose, for an RRP of £2.00 per four bar pack, with a further roll out to follow in the summer.
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