Graze launches new brand identity and innovation to market

Healthy snacking brand graze is launching key changes across its portfolio to help retailers make the most of the healthy snacking opportunity, now worth over £3 billion and growing in the HFSS landscape. From launching a  new look and feel, to bringing new innovations to market, graze has a vision for snacking: proving that snacks can be both delicious and healthy, and delivered to shoppers in a fun and exciting way.

Graze’s new look includes an enlarged, clean, white logo for easier brand recognition. The illustrated hands guide the shopper to graze’s product photography. Consumer testing has already been hugely successful, with feedback that the new packaging has significantly greater stand out on shelf and significantly higher purchase intent than before.

As a B Corp snacking brand, graze has improved the recyclability of its packaging. Improvements have been made across its Crunch range, with the sharing bag packaging now also adding the OPRL ‘Recycle with bags at large supermarket’ label on pack. This is another step-change within the crisp and nut category, where keeping products fresh, crispy and as tasty in recyclable material, is widely known to be a challenge.

To bring new shoppers into the snacking category, graze is launching a tasty innovation this month. Graze’s flavour-packed Crunch range is thriving, growing +18 per cent in the last year, and graze is launching a category-first flavour to the market. Peri Peri Crunch will join the graze Crunch range, following nine months of R&D in perfecting the well-known flavour in a unique graze recipe. Packed with crunchy veg and coated in a deliciously bold Peri Peri seasoning, Peri Peri Crunch offers an HFSS compliant, healthier alternative for shoppers, without compromising on taste.

As the first ever Peri Peri flavour in the nuts category, research shows it’s also the brand’s most appealing flavour to date, with purchase intent testing at 75 per cent. The Peri Peri Punnets RRP £1.20 (28g) are now available in convenience.

“We truly believe that combining taste & health is the key to the future of snacking, and we’re committed to innovating to drive category growth in this new HFSS landscape,” said Joanna Allen, CEO at graze. “We’ve made huge changes across our portfolio – from a brand-new look and feel, to sustainability improvements in our packaging, to launching new innovations into market that expertly combine health and delicious flavours. Whilst these are the key changes we’re making in 2023, at graze we’ve always considered ourselves to be pioneers in snacking. We believe that little and often is the future of food. With almost a billion snacking opportunities every week, and research showing that 97 per cent of people are planning to snack the same, or more, in the future , we encourage retailers to make the most of this opportunity.”

Graze is supporting the launch of its new brand identity and new product innovations with a £6M marketing investment – its largest to date – across a range of channels, including TV, PR, social, in-store shopper marketing and digital advertising, running from April to October 2023.