Snack brand Graze is launching a £1m marketing campaign for its reduced-sugar protein bites.

The push is focused on the relaunch of the brand’s Cocoa Vanilla Protein Oat Bites. These now have 45% less sugar than the average cereal bar, said the business, which compared the product against 80 other bars.

Graze’s relaunched bites use chicory root fibre as a sugar alternative after it received better customer reviews than the original recipe during testing.

The campaign will include roadside posters, in-store shopper marketing activation and social media, in addition to distribution of 450,000 samples across the UK.

“As consumers, retailers and even the government look to improve the health of the UK, sugar reduction remains a key priority for Graze as we strive to provide healthy snacking alternatives that don’t compromise on taste,” said Graze CEO Anthony Fletcher.

He added that the push for the reduced-sugar Cocoa Vanilla Protein Oat Bites was the brand’s biggest-ever January marketing activity.

“This is another milestone in this journey as we look to deliver on our pledge to halve the sugar content across our entire cereal bar range this year. The 45% reduction is equivalent to the removal of 66 tonnes of sugar and further reinforces our position as category leader on the key health issue.”