Lentil Waves, Burts Snacks’ healthier snacking range, has been improved to appeal to the 61% of UK households that’s now making healthier snacking choices
Lentil Waves improvement recognises a shift in the number of consumers looking for healthier and free-from alternatives – 1 in 3 shoppers are now buying ‘free-from’ foods.
Rolling out in February 2020, the new-look Lentil Waves range will boast an impressive selection of health credentials ,including gluten-free certification by Coeliac UK. It will also carry the ‘Crossed Grain’ trademark. Additionally, the entire range is free from added MSG and suitable for vegetarians or vegans.
Currently worth over £218m, Better-For-You has experienced a 9% growth over the last year, as more and more consumers opt out of traditional snacking choices. Consequently, an increasing number of products is entering a progressively crowded and confusing market, meaning it is more important than ever for brands to help consumers to navigate the category.
Lentil Waves will feature bright and bold new packaging to create stand-out on shelf and encapsulate the products within – strong flavours with waves that create a proper crunch – apparently a nod to the brand’s Devonshire coastline heritage. The new packaging also features the traffic light system, providing easily digestible nutritional information to help consumers make more informed purchases.
“We’re delighted to be rolling out a refreshed variant of our popular range of Burts Lentil Waves” Simon Knight, Sales & Marketing Director at Burts Chips, said. “Thirty percent of consumers already recognise Lentil Waves through association of quality, so the bright, new look packaging will make finding our products on the shelf that much easier.
“We hope that the improved health credentials will help to drive consumer appeal as more shoppers opt for free-from products to match their lifestyle choices. Currently, one in 100 people in the UK suffers from Coeliac disease, so to be able to offer a great tasting snack that they can enjoy is incredibly important to us.”
As a brand that is recognised by almost half of British snackers, Burts says ‘it has never been more important for retailers to stock up on Burts range of snacks, including its Better-For-You range of Lentil Waves, to avoid missing out on those all important sales’.
Burts Lentil Waves are available in three flavours; Sour Cream & Chive, Thai Sweet Chilli and Lightly Salted.
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