Leading snack bar brand nākd. is partnering with ClassPass to offer shoppers the opportunity to win free ‘fitness’ memberships via the ClassPass app, providing access to thousands of fitness moments nationwide, from gym workouts and classes, to relaxing in the spa.

Launching as an on-pack promotion from the beginning of May – and running until the end of July – every pack purchased will provide shoppers with free trials at ClassPass’ 2,500 locations across the UK, via a simple ‘scan to win’ entry mechanic. Lucky consumers will also have the chance to win the top prizes on offer, including annual and 6-month ClassPass memberships.

Live across 13 of nākd.’s bestselling multipacks, the offer will be further amplified across in-store POS and digital shopper marketing, paid and organic social content, and sampling activity.

“At nākd., we’re on a mission to make healthier, 100% natural snacks accessible to everyone. And, in a similar vein, ClassPass has partnerships in thousands of health and fitness locations across the country, giving it mass appeal,” says nākd.’s Marketing Director, Jo Agnew. “Our shared goal of helping people live healthier lives means this is the perfect partnership reflecting shared brand synergies in making healthy enjoyable.

“As the number 6 brand in cereal bars[1], and with 56% of cereal bar consumption occasions being around exercise[2], there is no doubt that this partnership will resonate with current nākd. fans and new consumers alike.”

The partnership comes as nākd. launches its latest digital-first ATL campaign, from 7th May, running for 6 weeks. This will see the brand live across Instagram, Facebook, TikTok and YouTube. The campaign will have a particular focus on nākd.’s latest launch, Fruit & Fibre, which landed on shelves in March.

Agnew continues: “Over the coming months, nākd.’s visibility will be at a huge peak, not just as a result of our digital ATL campaign, but also because we’re making our ClassPass promotion unmissable across multiple touchpoints, including in store and online. This means there is a golden opportunity for retailers to drive category sales by making sure they’re stocked up on bestselling nākd. multipacks.”

ClassPass’ General Manager for UK&I, Andrea Ward, adds: “We’re thrilled to be partnering with a brand whose values align so closely to our own. Ultimately, we want to help as many people as possible across the UK to find exercise classes that they love, so working with a brand as popular as nākd. means that we’re driving this even further. And, with the top prize including a year-long membership to ClassPass, we’re confident that lots of shoppers are going to be heading into stores to stock-up on packs of nākd. for their chance to win this unique prize.”

The on-pack promotion will start rolling onto shelves from 1st May, across packs of nākd. bars, including Blueberry Muffin, Bakewell Tart, Cocoa Orange and Protein Peanut Butter. The promotion will be live across multiple grocery, convenience stores and wholesale, giving retailers across the entire industry the opportunity to cash-in on the anticipated sales growth.

[1] Circana Infoscan Total Market – Cereal Bars – 52we & YTD data to w/e 23.03.24

[2] Brand Potential, 2023

Comments are closed.

Over 18


To use this website, you must be aged 18 years or over

This will close in 0 seconds