Nut brand, Blue Diamond Almonds, is revamping its UK product portfolio in a bid to attract more health conscious consumers to the snacking category.
As well as adding two new flavours to the portfolio, the brand is also revamping its packaging with a smaller pack size and refreshed pack imagery.
The full range of Blue Diamond Almonds now consists of Roasted with Sea Salt, Smokehouse, Wasabi and Soy Sauce, and new flavours Thai Sweet Chilli and Honey Roasted.
The range is now available in smaller 80g packs with a suggested RSP of £1.49.
Christine Lott from California-based Blue Diamond Almonds said:
“While historically we’ve been able to provide more exotic and innovative flavours to the snack nut category, we wanted to add even more variety with a view to bring more consumers to the category and further amplifying our taste credentials.
“Almonds are one of the healthiest nuts on the market and Blue Diamond adds something to the category for consumers looking for healthier snack products that can also deliver on great taste.
“Reducing our pack size has helped us to become more competitive on price which we hope will make the brand more accessible to consumers.
“The new pack design is aimed to position the brand as a UK-friendly snack, while retaining our California credentials which gives Blue Diamond another point of difference.”
Brand support is set to continue in 2012 for Blue Diamond with activity including in store promotions, sampling, social couponing and a PR campaign.
Christine Lott added: “Our activity is centred on driving trial of the product.
“We’re confident in its taste and we know that once consumers have tried Blue Diamond Almonds, many of them will buy again.
“Our repeat purchase figure on Wasabi and Soy Sauce flavour is nearly 20%.
“We’re committed to working with the retailers to help grow the category, and will continue to heavily invest in 2012, using shopper marketing as well as traditional and digital media, which we have seen sound returns for us in the past.”
Blue Diamond Almond 80g packs will be launching in Tesco in April.
Blue Diamond Almonds contain 50% less saturated fat than cashews and peanuts and have no cholesterol.
Visit www.facebook.com/BlueDiamondUK for more information.