UK baby food brand Organix has launched  Punk’d – a “next generation” snack food for older children – in its domestic market.

Organix said the Punk’d cereal bars come in two variants: cocoa and orange crash, plus strawberry and vanilla smash. The company said the bars are made with “recognisable ingredients and absolutely no junk”. 

The company said it aims to build “the first successful cross category snack brand” for kids. “With 1.4m households buying Organix, Punk’d comes with strong brand credentials built with parents throughout the early years of their child’s life with Organix.”

The move aims to close a gap in the market, after Organix said its research showed parents were “struggling to find good snacks for children as they grow up and are being forced to make a choice – either enforce health and what they feel and know is right or save the battle on snacks”.

Organix managing director Anna Rosier added: “Mums and dads tell us there can be conflict with kids when it comes to snacks, and they feel the food industry should do more to help. Limited choices mean it’s either fun, colourful snacks that appeal to children but are full of junk, or good snacks that children think are healthy and dull so they just won’t eat them. With Punk’d we’ll help solve that dilemma by meeting parents’ needs for healthy snack choices.”

According to Organix, market growth in adult snacks “is coming from healthier choice brands with a similar customer profile to Organix buyers”. “In kids’ snacking purchasing is universal but in categories seen as less ‘healthy’, parental purchase drops below 60% as parents try to manage what they buy and offer their child.”

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As parents move away from the baby aisle, “the opportunity is for these shoppers to buy their kids a version of what they are already buying for themselves that matches their values and taps into the mini me trend”, Organix said.

Organix said a survey this summer showed that three quarters of parents (73%) who took part wanted to make “good food choices about their children’s food”. More than two thirds (64%) were “looking for healthier food choices for their kids”. The survey was conducted using a representative sample of 2,000 UK adults last June by Opinium Research.

Punk’d comes in boxes of six individually-wrapped bars in “portion-controlled” 23g sizes. The bars are initially available through Ocado and Amazon.