Natural Balance Foods, the UK snack business majority owned by Belgium-based Lotus Bakeries, is aiming to tap into demand for “healthy indulgence” in the UK with a new line under its Nakd brand.
The company is rolling out Nakd Posh Bits throughout the UK in September, replacing the Nakd Bits line.
Natural Balance said the products will appeal to consumers looking for “luxurious, guilt-free snacks” and noted Nakd Posh Bits will tap into “two key shopper trends”, indulgence and sharing.
Nakd Posh Bits are made using a combination of raw fruit, including freeze-dried raspberry and mandarin pieces, and nuts combined with rich, dark cocoa. They contain no added sugar, syrups and are gluten, wheat and dairy-free, plus 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. New Nakd 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.”
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The products are available initially at Asda and have a recommended selling price of GBP2.75 (US$3.63) for a 130g bag.
Lotus Bakeries bought a 67% stake in Natural Balance Foods for around GBP60m last August. The Belgian business announced its half-year results on Friday, reporting a 31.1% rise in sales, helped by its recent acquisitions. In December, Lotus Bakeries acquired another UK business, Urban Fresh Foods, the owner of the Bear and Urban Fruit brands.
Lotus Bakeries said it had continued the international expansion of the Nakd brand in the first half of 2016, launching the brand in the Netherlands in May.
