SunRype has relaunched its snack bar portfolio to be gluten-free, nut-free and vegan. It has also introduced bars of fruit and chia.
The decision to reformulate the grab-and-go snacks “represents a big commitment from SunRype in terms of sourcing complexity and costs,” SunRype Products Canada president and CEO Dave McAnerney said.
“But we know that more and more consumers are looking for snack options that are nut free, gluten free and vegan as well as kosher.”
The switch is based on insights showing consumers want simple products with cleaner ingredient lists. Many also look for specific free-from claims such as vegan and gluten-free.
“Vegan products are becoming more mainstream, and the reasons to choose vegan extends beyond ethical reasons; consumers see vegan foods as generally healthier,” McAnerney said.
Only about 1% of the population has celiac disease and so must avoid gluten, according to Agriculture and Agri-Food Canada. But another 6% is sensitive to gluten and almost one-third is looking for gluten-free products.
“They’re buying for non-medical reasons because they see these products as healthier,” McAnerney said.
SunRype’s new Fruit & Chia bars are made with fruit, chia and seeds. They’re also made with gluten-free oats. Each 50g bar contains 800mg of Omega 3’s.
The Energy bars have 7g of plant protein and don’t contain soy or whey protein, an allergen for some people. Instead, pea protein us used. The bars also contain green tea and ginseng for what is said to be a safe energy boost.
Kelowna, B.C.-based SunRype is supporting the relaunch with a campaign called “Do more, think less with SunRype snacks.”
The campaign includes print, TV, online banner ads and social media. The message is that SunRype offers a range of snacks that are gluten- and nut-free, as well as vegan and delicious—so consumers can spend more time doing the things they love and less time thinking about making the right snack choices.
This year, for back to school, the company is running a contest on Facebook. All of its POS materials will promote and drive to the promotion. “The contest theme is [to] share a picture of SunRype in your lunch box for a chance to win a $10,000 shopping spree,” says McAnerney.
“It’s getting more and more expensive to send kids back to school, and so the prize will be very motivating for moms and kids alike.”