Alphabites cocoa

Bear launches bold new look across award winning Alphabites range

February 15, 2017, 10:00 am

BEAR Nibbles, the UK’s leading kid’s snacking brand, is excited to announce the launch of its BRAND NEW and innovative packaging across its Alphabites range, due to hit shelves across all major supermarkets from late January.

The new design brings the BEAR brand to life by turning the whole box into a bear – complete with actual popped up ears, arms on the side, and a pom pom tail design on the back, designed to maximise standout at fixture and drive recall with parents and children alike.

Alphabites cocoa
Alphabites cocoa

The bold new packaging also features a clearer focus on the brand’s nutritional credentials, with key product messages of ‘no refined sugar’, ‘no added salt’ and ‘just six simple ingredients’ prominently called out on pack under its core brand promise of  ‘no added nonsense’.

While the impactful nutritional messaging is aimed to drive trust with mums, the focus around the much-loved BEAR character within the design will create engagement with children, complete with back of packs that take BEAR on four different adventures shared through quirky facts and crosswords using the cereal letters.

Emma Howgego, Marketing Director at BEAR Nibbles says: “We are so excited to share our new Alphabites pack design. It’s hard to gain cut through in an aisle that is so dominated by a handful of big players, but all the more important given how much sugar and salt still exists within the children’s cereal category.

We wanted our packaging to be more reflective of our approach as a brand- to have some fun, work a bit harder to engage children and ultimately help parents make a no nonsense breakfast more accessible and exciting for their kids.”

BEAR Alphabites were recently recognised by Action on Sugar as a leading example in the kid’s cereal category of how brands can help consumers reduce their sugar intake. Their press release urged food manufacturers to get behind Public Health England’s voluntary reformulation programme to tackle childhood obesity, while recognising brands who are already leading the way with ‘best in category low sugar levels’.

Alphabites Multigrain
Alphabites Multigrain

Many brands have committed to reductions in sugar following increased pressure to do so, but recent launches have demonstrated how far the category still has to go. The recent launch of Reduced Sugar Frosties has a sugar content of 22g/100g (down from 37g/100g) and the promised launch of Coco Pops reduces its sugar content to 30g/100g (down from 35g/100g). By comparison, BEAR Alphabites presently contains significantly lower sugar levels at 15g/100g.

BEAR Alphabites are available in two variants; Multigrain and Cocoa Multigrain and contain just six simple ingredients including five multigrains; barley, oats, wheat, corn and rice, along with natural coconut blossom nectar.

BEAR Alphabites is the only children’s cereal with no refined sugar, salt, artificial colours or flavours and is available at all major supermarkets at a price point of £2.69 (375g).


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