Cracking results for 2014
Eat Natural, the fruit and nut bar brand, has announced a cracking set of results for 2014 and promises to ‘raise the bar’ for 2015 and beyond, by investing in new machinery, people and markets.
Praveen Vijh, the co-founder of Eat Natural, believes that “Market forces have collided in the past 12 months, seeing a jump in desire for wholesome snacking together with a hungry appetite for British brands in the export market. 2014 saw the brand grow by 11 per cent increase against a background of a stagnant cereal bar market).
“This includes a 23 per cent jump in overall export sales as far and wide as Starbucks in Turkey to their first entry into the Brazilian market.
“Eat Natural is also on track to become the number one best-selling wholesome snack bar in Germany, the Netherlands and France. Much of the success both at home and abroad is down to the introduction of a ‘category first’ single serve pouch of its popular Toasted Muesli with Buckwheat as well as three unique new bars – Peanut & Popcorn, Chocolate & Coffee, and Protein Packed – each of which were designed to talk to new audiences: popcorn lovers, coffee fanatics and the ‘everyday active.’”
Eat Natural, oversaw an important expansion plan last year, which saw Eat Natural’s ‘Makery’ move to a new, bigger building nearby, enabling the company to broaden its range.
Eat Natural has enjoyed growth across the market – from the local corner shop to the bigger multiples thanks to NPD and new format concepts. The brand has also reached new customers by forming strategic partnerships with Virgin London Marathon, Eurostar, Football Association and Kidzania.
On a marketing and PR level, Eat Natural is upping the ante with huge sampling campaigns at key running events across the UK this year. The brand is also investing in social media and will also be entering a series of awards this year. Marketing manager Susanne Fraser says, “This year is all about telling the wonderfully simple Eat Natural story to more people in more places.”
This year Eat Natural plans to roll out NPD to expand its breakfast offering, continue to create new formats, and aim to reach more consumers. Praveen believes that “…constantly striving to create the most innovative products is at the heart of the Eat Natural business. We did it 18 years ago by creating the first ever bar of its kind and we will continue to do so. Here’s to the next 12 months.”
