Natural Balance Foods will launch a new flavour for its Nākd snack bar brand to coincide with a national marketing campaign.
The new variety – Bakewell Tart – will accompany existing Cocoa Orange, Strawberry Crunch and Cashew Cookie flavours at 5,000 till points in 600 Tesco outlets nationwide. The launch will be supported over four weeks by an “integrated, above-the-line campaign” which Natural Foods hopes will drive impulse purchases and increase recognition of the Nākd brand.
This latest promotion follows similar successful events in the summer and January 2014; Natural Foods is doubling its display capacity and is expecting to see increases against base sales of more than 500%. Nākd’s existing success is underlined by its position as the fastest growing brand in the healthy biscuit category, with overall year-on-year growth of 89%.
Lauren Tredgett, free-from buyer at Tesco, said: “The response of Tesco shoppers to the previous Nākd till toppers drive was beyond expectations, so it makes sense for us to run a similar promotion in January, when shoppers will be on the look out for healthier alternatives to their usual treats.”
And Marina Love, marketing director for Natural Balance Foods, said: “Nākd’s success is because consumers are looking for convenient treats that don’t make them feel guilty. January is traditionally a time of year when many people cut back on indulgent products such as confectionery and cakes. Nākd bars, which contain 100% natural ingredients, no added sugars or syrups and are wheat, dairy and gluten free, are the perfect snack that won’t break your New Year’s resolution.
“Our Tesco till toppers promotion will further drive trial and awareness of the Nakd brand, helping shoppers swap their over-processed snack bars for a healthy Nākd bar, not just for the New Year, but as a permanent lifestyle choice.”
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