Natural Balance Foods is expanding its healthy snack bar brand Nakd with the addition of Protein Bars and Big Bars.

Nakd Protein Bars are the only raw protein bars in the segment, according to the supplier. They are available in single and three-pack formats with respective RRPs of £1.25 and £3.

Protein varieties added £25m to the UK snack bar market in 2022, and this is expected to grow by an estimated 6.2% between 2022 and 2028.

Jo Agnew, marketing director at Natural Balance Foods, said: “The functional health market is booming and it’s a sector that’s becoming increasingly important to shoppers, so it’s vital we meet consumer demand for tasty, yet healthy, snacks.

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“Forty per cent of consumers now want to structure their diets to help improve their mood, with protein content ranking high as a reason to purchase.”

Meanwhile, Nakd Big Bars are 45g, 10g more than the standard Nakd bar size. They are available in the brand’s two bestselling flavours, Cocoa Orange and Blueberry Muffin, at an RRP of £1.25. The supplier says the larger format works well for inclusion in meal deals.

Agnew added: “With good portion size now being an important decider for choosing snacks, and bigger bar sizes driving single snack bar growth, now is the right time to increase the size of some of our bars. Our Nakd Big Bars will help fuel the on-the-go occasion while delivering a fulfilling snack.”

Both launches will be supported by social media and digital marketing activity.

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