nākd. unveils Fruit & Fibre bars for functional snacking

nākd. is expanding its portfolio of healthier snacks with the addition of Fruit & Fibre bars, the first of its kind in the market that also offers shoppers one of their five a day. Rolling out across all major retailers from March, the two-strong range will include Apple & Cinnamon and Strawberry & Raspberry flavours. Each bar will contain over 6g of fibre – an impressive 20 per cent of the recommended 30g daily intake – and aims to be the perfect morning snack to enjoy at home or whilst on-the-go.

Health remains a top priority for 93 per cent of shoppers, with 64 per cent stating “benefits” as a key driver for purchasing cereal bars. Additionally, a high fibre intake is a common feature of healthier dietary patterns and has been associated with reduced risk of many health conditions, including heart disease and type 2 diabetes. Delivering on this demand for functional snacks, nākd.’s new launch is HFSS compliant, raw, and made from 100 per cent natural ingredients. The only fibre bar contributing to consumers’ five-a-day goals, nākd. Fruit & Fibre is set to drive excitement and interest with shoppers.

The new bars will also tap into the demand for interesting textures, which shoppers place as the second most important characteristic for a healthier bar to hold. Packed full of fruits, nuts, seeds, grains, and spices, nākd. Fruit & Fibre provides a unique texture and eating experience. As well as health and texture, 83 per cent of consumers say that taste is as important as health and this is the number one driver for their purchase of cereal bars. Launching in two popular flavour profiles, nākd. Fruit & Fibre meets shoppers’ demands for functional snacks without them having to compromise on taste.

“Having successfully entered the ‘bars with benefits’ category in 2023 with the launch of our protein bars and delivering £2.3m RSV in just eight months, we are well placed to help retailers meet customer needs for healthy and functional snack bars,” said Jo Agnew, Marketing Director at Natural Balance Foods. “Delivering against the most important health drivers for consumers whilst being full of flavour and goodness, our new Fruit & Fibre bars present a strong opportunity for retailers to grow snack bar sales and attract health-conscious shoppers.”

The launch of nākd. Fruit & Fibre bars will be supported by a digital plan to drive awareness and consideration, including influencer gifting, collaboration with brand ambassador Dr Michelle Braude, social media amplification, and sampling via Degusta and Bazaarvoice.

Available in both single bars and 3x44g multipacks.