Snack bar brand Nākd has launched a new range of premium snacks, available in three different chocolate flavours.
Posh Bits will appeal to consumers looking for grown up, guilt-free snacks, Nākd said. The snacks tap into two key shopper trends – indulgence and sharing – and are available in cocoa-raspberry, cocoa-sea salt and cocoa-mandarin flavours.
Nākd Posh Bits are made using a combination of raw fruit – including freeze-dried raspberry and mandarin pieces – and nuts combined with rich, dark cocoa. Just like other products in the Nākd portfolio, they contain no added sugar and are gluten-, wheat- and dairy-free. They also provide one of the five recommended daily portions of fruit and vegetables.
Marina Love, marketing director of Nākd brand owner Natural Balance Foods, said: “The consumer trend across many categories is for premium and indulgent products packaged in sharing, resealable bags. Nākd Posh Bits replaces and updates our current Nākd Bits range, which has seen 78% year-on-year growth, with chocolate flavours driving that growth – chocolate orange is up 93% year on year and cocoa delight has grown 79%.
“New Nākd Posh Bits takes our sharing range to another level, with grown-up, indulgent and ‘treaty’ flavours to differentiate them from other products in our range and with new premium packaging that can be resealed. They will help to bring new consumers both into the brand, and into the sharing snack sector.”
Nākd Posh Bits will be launching in September across key grocery retailers and will be supported by a multi-channel media campaign including online, print, in-store and consumer sampling.
Asda buyer Dean Hayden said: “Nākd Bits have performed really well for Asda so I am expecting new Posh Bits to really drive extra sales. The team at Nākd have done a great job in reformulating the Bits product and I believe the new flavours and resealable pouch will be a winner with Asda customers. All three flavours of Nākd Posh Bits are available in 130g resealable, premium-quality pouches and have an RSP of £2.75.”
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