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Unilever’s Graze introduces Wow Bakes range of oat-based snacks

Graze, the UK-based snack brand owned by Unilever, is launching a new oat-based snack line that contains under 100 calories per serving.

Called Wow Bakes, the range will be available in four flavours: chocolate sea salt, honeycomb crumble, sticky toffee and lemon drizzle.

Graze said the wholegrain products have been created in response to growing consumer demand for lower-calorie options.

In line with Graze’s sugar reduction initiative that will see the brand reduce the sugar content across its entire cereal bar range by using chicory root fibre, the new products contain less than 4g of sugar per bake.

“The introduction of our new sub-100 calorie Wow Bakes is just another step in our mission to help consumers enjoy healthy eating,” said Pia Villa, chief brand officer at Graze.

“Following the launch of our initiative to significantly reduce the sugar content across our entire cereal bar range last month, we plan on continuing to push the boundaries of healthy snacking innovation in order to provide delicious, nutritious products for our grazers.”

The products will launch in Tesco stores this month, followed by other major retailers across the UK over the summer.

Unilever bought Graze from investment firm The Carlyle Group earlier this year – the company’s first acquisition in the food and drink sector under new CEO Alan Jope.

Founded in 2008, Graze makes a range of nuts, seeds, trail mixes and snack bars that contain no artificial ingredients.

The brand, which has products on sale in more than 30,000 retail outlets across the UK, last year introduced a new brand identity and packaging in a move to challenge the negative perceptions around snacking.





 

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