pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is elevating the growing healthier snacking market with the introduction of a new, benefit led range, Wholistic.
Launching with a duo of nut butter filled, on-the-go snack bars – Wholistic Peanut, Dark Chocolate & Sea Salt and Wholistic Almond & Raspberry – Wholistic will boost relevancy of the healthier snacking category among younger consumers. This will help retailers drive incremental sales by appealing to health-conscious shoppers seeking snacks which support overall wellbeing, without compromising on taste.
Alongside a distinctive nut butter centre, each of the two variants comprise carefully selected ingredients, from nuts and dried raspberry pieces to roasted cocoa nibs and date paste. These delicious ingredients are simply “cold pressed” – an on-trend segment of healthier bars – offering consumers an easy way to add a wider variety of healthy, plant-based ingredients to their diets.
What’s more, both snack bars in the new Wholistic range contain extra health benefits to target this fast-growing space, with immunity and digestive health in the top three reasons to buy healthy lifestyle products in the UK[1]. Wholistic Peanut, Dark Chocolate & Sea Salt provides digestive support and is high in chicory root fibre, while Wholistic Almond & Raspberry boasts immunity support due to enrichment with vitamins, plus added zinc and iron.
“Cold press bars are really popular right now and our new Wholistic snack bar range, which also includes a delicious, smooth nut butter centre, is destined to turn the healthier biscuits category on its head,” says Asli Akman, Health and Wellness Director – pladis UK&I.
“We know growing numbers of consumers take a holistic view on health, seeking to fill their bodies with food that tastes good, does good, and makes them feel good. That’s why we’ve worked hard – directly with consumers every step of the way – to develop a range that’s got the balance between great taste and health spot on. In fact, in trials, shoppers have already expressed their intention to purchase and try the bars[2].
“On top of Wholistic’s unbeatable flavour and texture profiles, we’ve incorporated an array of popular plant-based ingredients which will help consumers diversify their diets and contribute to their overall wellbeing.”
“Specifically, the new Wholistic range has been created to support consumers’ immunity and digestion. This is something that is already set to resonate, based on the success of the £2.2 billion ‘Eat for Wellness’ occasion[3] – which frequently puts product benefits front and centre on pack, plus over indexes among younger adults.”
Due to be launched under leading pladis brand, Go Ahead – which is a top 5 brand in healthier biscuits[4] – the Wholistic range will broaden brand interest and enable pladis to tap into an even bigger consumer base by increasing its appeal among younger shoppers.
“Given Go Ahead’s enduring legacy, it’s safe to say that we know a thing or two about what healthy snacking shoppers want,” continues Akman. “The brand has a loyal fanbase of snackers focused on weight management, and now we’ll be driving relevancy for Go Ahead among a new generation of health-conscious shoppers, allowing them to enjoy a whole lot of goodness, in every bite.”
The on-the-go non-HFSS 40g Wholistic bars will be launching into Sainsbury’s Local, WH Smith, Amazon and Ocado – as well as in convenience and wholesale – over the coming months at an RRP of £1.69 to £1.95. The launch will be supported by in store and digital media from February, with further activity in the pipeline for later this year.
With a purpose is to bring happiness with every bite, pladis is the proud steward of more than 300 years’ baking and confectionery heritage. The expertise of its more than 16,000 colleagues in every corner of the world, spans 25 factories in 11 countries.
As a responsible business, delivering the highest quality products crafted with care, pladis’ products are distributed to reach potentially four billion people across the world.
All pladis products can be enjoyed as part of a healthy, balanced diet. For more information, visit http://www.123healthybalance.com/.
[1] Kerry Global Consumer Survey – Digestive & Immune Health, 2019–2021
[2] Kantar snacking concepts 2022
[3]Boston Consulting Group Snack Market Review 2022
[4]Nielsen Healthier Biscuits (excluding snack bars) Dec 2022
Comments are closed.