The UK’s leading speciality cheese company, Norseland, has launched a new cheese-bar snack today, Amazin Grazin, in three flavours, in response to an increasing trend to snack from the ‘on-the-go generation’, a trend that is set to continue to increase in the 2020s.
Amazin Grazin, which is now available exclusively in 290 Sainsbury’s stores until April, is the first cheese snack to be targeted at the young adult market, and the pioneering product has been inspired by recent research that shows that people are ditching the traditional three daily meals and choosing instead to graze throughout the day, as they spend less time at home.
Millennials**, in particular, are used to living their lives on the go a lot more than previous generations, and they are looking for snacks to satisfy their hunger, and excite their increasingly broad and sophisticated tastebuds.
With people now reducing their sugar and meat intake, savoury snacks, in particular, are growing in popularity: last year, supermarkets sold 12.3 million extra kilos of bagged snacks*.
Market research company Kantar estimates that snack sales reached £11.1bn in the year to June 2019, up 4% on the previous 12 months. The research also showed that British people snack 8.3 times a week, compared with 3.8 times in France and 3.1 times in China.
These trends have given dairy companies a perfect opportunity to create innovative products to fill this need, and Norseland – who launched Applewood Vegan cheese earlier this year – has risen to the challenge, creating the Amazin Grazin bars in three exciting flavours, and with bold and colourful branding:
Smokey chipotle (spicy): mild cheddar cheese blended with smoky chipotle flakes, sweet chilli jam, sunflower seeds and pumpkin seeds;
Sticky date and honey (sweet) : mild cheddar cheese blended with orange blossom honey, sticky chopped dates, sunflower seeds and pumpkin seeds;
Berry and cherry (fruit): mild cheddar cheese blended with blueberries, cranberries, cherries, sunflower seeds and pumpkin seeds
“Young consumers want easy snacking options, but they are really demanding a high taste factor” says Dominique Delacour, head of marketing and new product development at Norseland.
“Those in their 20s and 30s in particular, are used to leading non-sedentary lives. They are very busy, and on-the-go all day: they work on-the-go, communicate with their friends and family-on-the go, and they eat and drink on-the-go. Food companies have to respond to this huge change in this social group’s lifestyle in order to meet their needs.
“We think the launch of this new tasty, snack, which is made from 100% natural ingredients, will be popular with millennials**, and generation Z***, whose mantra for life is to be adventurous and try new things, while keeping a check on their health. Amazin Grazin is also a snack made completely in Britain, meaning fewer air miles, and we have kept the packaging to a minimum, as we are environmentally conscious.
“We can see people grabbing an Amazin Grazin bar in between meetings, on the way to meet friends, to supplement their lunch, on the way to the gym, and also to grab and take to events: festivals, seminars, gigs, for instance.”
Amazin Grazin contains 100% natural ingredients: it is made from mild cheddar cheese, contains no artificial ingredients, and is a good source of protein.
It is set to shake up the cheese, and the snacking, markets as there is no other similar product in major supermarkets at the moment.