Natural Balance Foods set to drive its better-for-you brands through wholesalers

Natural Balance Foods – the company behind the N #257;kd and Trek snack brands, says it is set to target wholesalers as part of its strategy to drive sales across all channels.

It is planning NPD and brand support spanning advertising, marketing and promotions to help build on last year’s performance that saw N #257;kd sales increase by 80.5% to £20.8m compared to a 4% fall in sales across the Healthier Biscuits category as a whole [Nielsen]. Natural energy bar Trek also saw a steep rise in sales – up 373% to £2.4m.

The 2015 campaign, says Natural Balance, will include new formats and flavours to take N #257;kd into new areas. Above-the-line poster, press and online advertising will be supported by social media, promotional giveaways, competitions and sampling at exhibitions and shows and via magazine cover-mounts for both brands.

Marina Love, marketing director, said: “N #257;kd is in growth in all areas, 64% of N #257;kd’s growth is incremental to the category – as it attracts new shoppers while at the same time existing shoppers are buying more.”

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