US group Back to Nature has expanded into two more categories – soup and cereal – to move the business into different eating occasions.
The privately-owned firm, best known for its cookies and crackers, is launching a total of ten products across the two sectors. It said it had secured listings at retailers including Walmart, Kroger and Whole Foods Market.
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"We're really excited to introduce two new product categories this year – soup and cereal – which allows us to expand into different dayparts and give consumers more opportunity to enjoy our products anytime during their day – whether it be for breakfast, lunch, dinner or snack time," CEO Vincent Fantegrossi said. "We know that consumers are always looking for more better-for-you options that are rich in nutrients so we've developed these new categories with their needs in mind."
Back to Nature, owned by private-equity firm Brynwood Partners, sought to emphasise the health credentials of the new products. It said the soups contained "25% less sodium than leading soup brands". The cereals contain "whole ancient and sprouted grains and are high in fiber and protein".
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