Graze has unveiled new branding as part of a bid to challenge negative perceptions around snacking.

The new look replaces the brand’s previous natural tones with vibrant colours and has a modernised design to highlight the products’ health benefits and flavours.

“This an exciting time for Graze as we continue to evolve and disrupt the heathy snacking market,” said Graze CEO Anthony Fletcher.

“We are dedicated to achieving our mission of challenging the negative perceptions around snacking and want our customers to grow with us as we help them reimagine the way they snack.”

The new branding, which was developed by creative agency Jones Knowles Ritchie, has already debuted on products supplied direct to consumers and is now rolling out into retail.

Graze was founded in the UK in 2008 by developers and logistics experts and now employs more than 500 people. It is majority-owned by US investor The Carlyle Group, with Octopus Investments, Draper Esprit and management owning the remaining share.

Originally delivered direct to consumers, the brand expanded into retail in the UK in 2015 and in the US in 2016, and now has a presence in more than 30,000 retailers across both markets.

The company last year reported an 8% year-on-year increase in sales after extending its presence in the UK and US, although earnings fell following investment in the US operations.