Natural Balance Foods is set to launch a new range of premium snacks under its £33.6m Nākd brand. Nākd Posh Bits is aimed at consumers looking for luxurious, guilt free snacks.
Nākd Posh Bits come in three “grown-up” variants that take advantage of consumer passion for chocolatey flavours: Cocoa Raspberry, Cocoa Sea Salt and Cocoa Mandarin.
Nākd Posh Bits are made using a combination of raw fruit, including freeze-dried raspberry and mandarin pieces, and nuts “smooshed” together with rich, dark cocoa., and they contain no added sugar, syrups and are gluten, wheat and dairy-free, plus they count as one of your five-a-day.
Natural Balance Foods’ marketing director Marina Love said: “The consumer trend across many categories is for premium and indulgent products packaged in sharing, re-sealable 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.
“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 re-sealed. 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 and will be supported by a multi-channel media campaign including on-line, print, in-store and consumer sampling.
All three flavours of Nākd Posh Bits are available in 130g resealable pouches and have an RSP of £2.75.