Graze, the UK’s number one healthy snacking brand[1], is launching key changes across its portfolio to help retailers make the most of the healthy snacking opportunity, now worth over £3 billion[2] and growing in the HFSS landscape. From launching a vibrant new look and feel, to bringing a new innovation to market, graze is pioneering a new vision for snacking by proving that snacks can be both delicious and healthy, and delivered to shoppers in a fun and exciting way.
HFSS has put healthy snacking in the spotlight, so there’s never been a better time for brands to encourage shoppers down the aisle with products that create colourful stand out on-shelf and prove that healthy doesn’t have to mean tasteless and boring.
Graze’s exciting new look includes an enlarged, clean, white logo for easier brand recognition. The illustrated hands guide the shopper to graze’s delicious product photography. Consumer testing has already been hugely successful, with feedback that the new packaging has significantly greater stand out on shelf[3] and significantly higher purchase intent[4] than before.
As a leading B Corp snacking brand, graze has improved the recyclability of its packaging. Improvements have been made across its Crunch range, with the sharing bag packaging now also adding the OPRL ‘Recycle with bags at large supermarket’ label on pack**. This is another step-change within the crips and nuts category, where keeping products fresh, crispy and as tasty in recyclable material, is widely known to be a challenge.
Time to spice it up! – introducing Peri Peri Crunch
To bring new shoppers into the snacking category, graze is launching a tasty innovation this month. Graze’s flavour-packed Crunch range is thriving, growing +18%[5] in the last year. This year, graze is going bigger and better, launching a category-first flavour to the market. Peri Peri Crunch will join the graze Crunch range, following nine months of R&D in perfecting the well-known flavour in a unique graze recipe. Packed with crunchy veg and coated in a deliciously bold Peri Peri seasoning, Peri Peri Crunch offers an HFSS compliant, healthier alternative for shoppers, without compromising on taste.
As the first ever Peri Peri flavour in the nuts category, research shows it’s also the brand’s most appealing flavour to date, with purchase intent testing at 75%[6]. The Peri Peri Punnets RRP* £1.20 (28g) are now available in convenience channels.
Joanna Allen, CEO at graze says, “We truly believe that combining taste & health is the key to the future of snacking, and we’re committed to innovating to drive category growth in this new HFSS landscape. We’ve made huge changes across our portfolio – from a brand-new look and feel, to sustainability improvements in our packaging, to launching new innovations into market that expertly combine health and delicious flavours. Whilst these are the key changes we’re making in 2023, at graze we’ve always considered ourselves to be pioneers in snacking. We believe that little and often is the future of food. With almost a billion snacking opportunities every week, and research showing that 97% of people are planning to snack the same, or more, in the future[7], we encourage retailers to make the most of this opportunity.”
Graze is supporting the launch of its new brand identity and new product innovations with a £6M marketing investment – its largest to date – across a range of channels, including TV, PR, social, in-store shopper marketing and digital advertising, running from April to October 2023.
*Pricing is at the sole discretion of the retailer
** Over 6,000 supermarkets across the UK now accept plastics bags and wrapping, which shoppers can take this type of plastic to for recycling.
[1] #1 in spontaneous awareness for healthy snacking brands. Source: Attest Brand Health Tracking, UK nationally representative sample, n=500 (November 2022)
[2] Source: Euromonitor 2023. Categories Included: HW Savoury Snacks & HW Sweet Biscuits, Snack Bars and Fruit Snacks.
[3] 61% conversion. Source: MetrixLab PACT test, Sep 23?
[4] 73% purchase intent. Source: MetrixLab PACT test, Sep 23?
[5] Kantar Worldpanel penetration data, 52 w/e 2 Oct 2022 vs. LY, Total Market, Total Graze Savoury Snacks
[6] (Source: Grazers online research – Mar 22)
[7] Loyalty Card Data Oct 2022
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