Free-from and healthier options “boost snacking category”

Natural Balance Foods, maker of Nākd bars,  is claiming it is “helping to buoy” the free-from category as shoppers increasingly abandon high sugar and fat products in favour of minimally- processed more natural snacks.

Latest Nielsen figures show that Nākd, one of the leading products in the category, is now worth £25m – adding £4m in the last quarter alone and £11.3m over the year – growth of 75% year-on-year.

Marina Love, marketing director at Natural Balance said: “Nākd is now the sixth largest brand in the category, adding £11.3m sales year-on-year. This puts it above both McVitie’s and Alpen for the first time. Our growth is driven by existing category shoppers and new consumers twho are buying products like Nākd instead of traditional confectionery and sweets. We believe that if it wasn’t for Nākd some sales would have left the category entirely.”

Love added that Nākd was also performing strongly in the convenience channel – taking fourth place in single bars with a 107% sales increase to £2.9m year-on-year.

[All statistics: Nielsen Data. Total Coverage: 52 weeks to 23-05-2015 Healthier Biscuits: Cereal Bars, Breakfast Bars, Free From Biscuits & Bars]

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