Imaginakery targets lunchboxes with new Jungle Squad Cake Bars

Imaginakery has launched Jungle Squad cake bars. The everyday, lower sugar bars are now available in 654 Tesco stores in the UK – an unusually large rollout for a new entrant in the healthier snacking category.

The brand has been developed by Mark Simester, whose career spans senior roles at Nestlé, Warburtons and Soreen, where he led the repositioning of the brand into a healthier lunchbox staple.

At the heart of these children friendly snack bars is a clear nutritional point of difference, that doesn’t sacrifice on the fun and excitement of a sweet treat. Each Jungle Squad cake bar contains just 3.2g of sugar, approximately 60% less than the average cake bar and more than three times less than most leading brands, without the use of added syrups or artificial sweeteners. At 89 calories per bar, the product is designed to offer a more balanced option for lunchboxes and everyday snacking occasions.

Launching in both strawberry and lemon flavour, the pack of five individually wrapped cake bars are suitable for lunchboxes, after-school snacks and on-the-go activities. The intention is not to reposition cake as an occasional treat, but to provide a lower sugar alternative that can fit more easily into daily routines.

Jungle Squad cake bars are now available in UK Tesco stores.