Graze has kicked off an initiative to halve the sugar content of its cereal bar range.
The snack brand said that, following 18 months of recipe development, it was introducing chicory root fibre across the cereal bar range as a natural alternative to sugar.
“With 55% of consumers looking to reduce the amount of sugar in their diets, the introduction of the naturally sweet root fibre will help consumers enjoy healthy eating without having to compromise on taste,” a spokesperson said.
The first product to relaunch with the new recipe is its Lively Lemon Flapjacks (pictured), which will be available in stores from late April. Graze said it planned to reduce the sugar across the whole cereal bar portfolio – which includes flapjacks, protein bites and superfood bites – by 2020.
“We are really excited to kick off our sugar reduction mission with the relaunch of our best-selling Lively Lemon Flapjacks. As the UK’s number one healthy snack brand, we are committed to helping customers enjoy healthy eating by offering delicious, wholesome snacks,” said Eleanor Freeman, head of health and nutrition strategy at Graze.
“As we look to reduce the sugar content of our entire cereal bar range, we intend to continue to push the boundaries of healthy eating innovation as we seek out natural, creative alternatives for our grazers without compromising on taste.”