graze launches £1 million campaign to promote 45% reduced sugar protein bites

graze has launched a £1 million campaign to promote its ongoing sugar reduction initiative aimed at helping consumers enjoy healthy living every day.

The multi-channel campaign focuses on the relaunch of one of the brand’s best-selling products, Cocoa Vanilla Protein Oat Bites, now with 45% less sugar than the average cereal bar, according to graze’s comparisons with 80 similar bars.

To achieve this reduction, graze experimented with almost 100 different recipes and tested prototypes with more than 350 grazers during two years of product development. The final recipe uses chicory root fibre, a natural alternative to sugar, which received better customer reviews than the original recipe during the testing phase.

With 55% of shoppers looking to reduce the amount of sugar they consume (IGD Shopper Vista), graze aims to help customers make healthier choices by offering a range of alternative snacks using natural ingredients that are full of flavour and portioned for snacking.

As graze’s biggest January promotion to date, the campaign will span multiple formats including road-side posters, in-store shopper marketing activation and social media.

In addition, graze is distributing 450,000 samples across the UK to raise awareness of the reduced sugar recipe and inspire both existing and new customers to reimagine the way they snack through lower sugar options.

Commenting on the launch, Anthony Fletcher, CEO at graze, said: “The 45% reduction is equivalent to the removal of 66 tonnes of sugar and further reinforces our position as category leader on the key health issue.”

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