A chocolate vitamin bar brand that claims to offer 50% of children’s daily allowance of vitamins and minerals is set to launch in the next few months.
Yummy Bars come in three flavours – Orange, Strawberry and Caramel – are nut and gluten-free and contain vitamins A, D, E, K, C, B6 and B12 as well as a host of minerals.
They are billed as containing significantly less sugar than rivals on the market, at 37g per 100g.
The NPD is the brainchild of single fathers Anthony Gauntlett and Darren Richard.
The brand hoped the launch would signal “a breakthrough in children’s confectionery”, Yummy Bar’s sales director Hannah Legg told The Grocer.
“We are not trying to pretend that chocolate is suddenly really healthy, but when you look at the market for kids there really isn’t a guilt-free bar,” she said.
The launch is set to be “heavily supported” with in-store, social media and TV marketing activity.
The fledgling brand plans to eventually launch into multipacks and move into other formats such as buttons, said Legg.
No comments yet