ÜFIT extends high protein range with the launch of ÜFIT CRUNCHERS – high protein popped crisps
ÜFIT has extended its range further into the healthy snacking category with the launch of their NEW HIGH PROTEIN POPPED CRISPS – ÜFIT CRUNCHERS. The Crunchers are available in Smokehouse BBQ, Thai Sweet Chilli and Sour Cream & Onion flavours and launch nationwide in January.
ÜFIT, known for their range of high protein drinks have extended their range into the high protein snacking sector with their innovative high protein popped crisps. ÜFIT Crunchers contain 10g of protein in each 27g bag, are high in fibre and contain 70% less fat than traditional crisps.
Listings have already been confirmed in Holland & Barrett, Ocado along with numerous wholesalers and distributors demonstrating the positive response that the product has had in the trade so far. The Crunchers will retail at £1.25.
The ÜFIT range is aimed at both male and female consumers and has been developed to suit the needs of
busy individuals, offering ‘on the go’ nutritional convenience. The ÜFIT Crunchers offers an innovative product to complements the growing healthy high protein snacks and drinks category that has a genuine functional benefit.
Recent research from Mintel highlighted that the crisps category is seeing a decline in value sales, while popcorn and savoury snacks are growing 1.6% and 13.9% respectively. This is due to the increasing demand for lower-calorie, healthier snacking options.
Marketing Director, Terry Adams commented “ÜFIT products have been positioned to ‘bridge the gap’ between mainstream and everyday health categories and this latest addition will allow the brand to enter the snacking category with a product to cater for the needs of those looking for healthier alternatives to traditionally unhealthy crisps.”
“Snacking remains incredibly popular in the UK with 93% of adults snacking over a two-week period, 63% do so once a day or more. However, with recent shifts in attitudes towards general health, consumes are shunning traditional fried crisps in favour of lower-calorie, nutritious options. We believe the Crunchers will fit the needs of these modern health-conscious consumers”
Huw Miller, Sales Director at ÜFIT protein commented:
‘We are extremely excited about this new piece of innovation and bringing it to market with Holland & Barrett and Ocado as part of their healthy high protein ranges. ÜFIT Crunchers will undoubtedly attract non-traditional protein shoppers and drive penetration amongst an audience of health-curious snackers.”
The wide-ranging benefits linked to protein has pushed the category into the spotlight with ÜFIT’s innovation acting as a catalyst to growth. Protein is now one of the fastest growing vitamin and dietary categories in the UK. The latest research from Mintel finds that, outside sports nutrition, 25% of Britons have consumed a high-protein food or drink in Q2 2016.
New products launching with a high-protein claim has increased 97% between 2014 and 2015.
The launch will be supported across a wide range of media platforms including a new social media campaign, city centre sampling and in-store media whilst utilising the existing strength of the ÜFIT brand to drive cross-category purchasing.
The new ÜFIT Crunchers will be available in Holland & Barrett, Ocado and to trade customers from the middle of December 2017.