A new Nature Valley pack design has been unveiled by the brand in the UK to help drive sales and make it easier for consumers to understand the benefits of the snack bars when shopping. The new branding will be observed across the Sweet & Salty Nut range and includes such enhancements as new font, a premium feel and the highlighting of high-quality ingredients. This is hoped to garner the attention of impulse shoppers seeking out a flavorful yet health-focused snack in favor of alternative options on the market.
Marketing Manger for Nature Valley Kat Jones spoke on the new Nature Valley pack design saying, "We know that there is a huge audience for permissible treats. As a brand with 20% household penetration (+2.1%) and 5.5m consumers buying our snack bars, we want to ensure we continue to offer them the great-tasting snacks they crave. The new, more premium design for the Sweet & Salty Nut range will hero the delightfully sweet and salty sensation of our bars and call out the better-for-you cues (Nielsen Scantrack, Latest 52 weeks, June 2019).”
Key Themes Behind This Trend
- Premium Snack Bar Packaging
- Opportunity for snack bar brands to enhance packaging design by highlighting high-quality ingredients and creating a premium feel.
- Better-for-you Snack Bar Market
- Increasing demand for health-focused snack options provides an opportunity for brands to offer flavorful yet nutritious snack bars.
- Permissible Treats Trend
- Consumers seeking permissible indulgences create an opportunity for brands to develop snack bars that balance taste with health benefits.
Where This Applies
- Food and Beverage Packaging Industry
- Disruptive innovation opportunities in creating packaging designs that convey high-quality ingredients and evoke premium experiences.
- Health and Wellness Food Industry
- Opportunity for brands to tap into the growing market of health-conscious consumers looking for better-for-you snack options.
- Snack Bar Manufacturing Industry
- Innovation opportunities for snack bar manufacturers to develop recipes that combine delicious flavors and nutritional benefits.
