Natural Balance Foods is planning to tap into ‘healthy indulgence’ with the launch of premium snack line Nakd Posh Bits.
The new, ‘grown-up’ range of sharing bags – available in Cocoa Raspberry, Cocoa Sea Salt and Cocoa Mandarin variants (rsp: £2.75/130g) – will replace Nakd Bits, which made its debut in October 2013.
Posh Bits comes in a resealable pouch, and features fruit such as freeze-dried strawberries and mandarin pieces, as well as nuts and dark cocoa. It contains no added sugar or syrups, and is free from gluten, wheat and dairy.
Set to roll out from September across key grocery retailers, the NPD will be supported by a multichannel campaign including online, print and in-store, alongside consumer sampling.
“The consumer trend across many categories is for premium and indulgent products packaged in sharing, resealable bags,” said Marina Love, marketing director of Natural Balance Foods.
“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,” she added.
Nakd, which was lead sponsor of global vegan awareness month ‘Veganuary’ this year, is currently worth £33.6m in value sales [Nielsen 52 w/e 23 April 2016].
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