UK healthy snacking brand, graze, has launched a £1 million campaign to promote its ongoing sugar reduction initiative as it seeks to capitalise on the better-for-you snack trend.
The multi-channel campaign is focussed on the relaunch of Cocoa Vanilla Protein Oat Bites, which, according to graze, now contains 45% less sugar than the average cereal bar.
To achieve this reduction, the company experimented with almost 100 different recipes and tested prototypes with more than 350 grazers during two years of product development.
The final recipe uses chicory root fibre, a natural alternative to sugar, which received better customer reviews than the original recipe during the testing phase.
As graze’s biggest January promotion to date, the campaign will span multiple formats including road-side posters, in-store shopper marketing activation and social media.
In addition, graze is distributing 450,000 samples across the UK to raise awareness of the reduced sugar recipe and inspire both existing and new customers to reimagine the way they snack through lower sugar options.
“As consumers, retailers and even the government look to improve the health of the UK, sugar reduction remains a key priority for graze as we strive to provide healthy snacking alternatives that don’t compromise on taste,” said CEO Anthony Fletcher.
“The launch of our biggest ever January campaign to promote our reduced sugar Cocoa Vanilla Protein Oat Bites is another milestone in this journey as we look to deliver on our pledge to halve the sugar content across our entire cereal bar range this year.
“The 45% reduction is equivalent to the removal of 66 tonnes of sugar and further reinforces our position as category leader on the key health issue.”