Cereal brand Nutribix has announced the launch of a new gluten-free coconut and crispy rice breakfast biscuit, which will coincide with fresh rebranding that sees the company change its name to Nutri-Brex.
High in fibre and protein, low in fat and fortified with vitamins, the new coconut and crispy rice cereal is made with the naturally gluten-free ancient grain sorghum, which has been hailed by many as the newest super grain.
Whilst the brand’s look and feel will remain the same, the change in name creates opportunities for wider brand extension outside of the current biscuit cereal format, which Nutri-Brex looks forward to developing in the coming months, it said.
Nutri-Brex’s new 77% wholegrain product is suitable for health-conscious consumers and those with coeliac disease alike, and is the perfect product for those consumers looking to make healthy choices without compromising on taste.
Nutri-Brex CEO James McMaster said: “After an overwhelmingly positive response to the brand launch over the last year, we’re thrilled to add this new flavour to our portfolio. We already have a loyal fan base who have been pushing us to keep innovating and bring out new products. Alongside our new brand name, we’re looking forward to continuing to tap into food trends and deliver popular flavours and products that will resonate with consumers interested in making healthy but delicious breakfast choices.”
It will be available from Waitrose, Tesco, Asda and Ocado with a price of £3.79 for a pack of 24.
Since its launch last year, Nutri-Brex has been stocked in the UK by retailers including Tesco, Sainsbury’s, Morrisons, Ocado, Holland & Barrett and Booths.
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