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    Guest Feature - Category Insight from KIND

    While some have traditionally been known to contain a surprising amount of sugar, today's breakfast and grab-and-go bars contain delicious combinations of real honest ingredients, focusing on wellness and functional benefits.


    Whether you're providing breakfast options for commuters on-the-go, or a convenience store looking to stock a cooler selection impulse snacks, read on for an insight in to how the healthier snacking occasion has become core to convenience retail. We caught up with Bel Appelbe @ KIND to understand how a leading brand such as KIND can unlock potential in store.



    So how did it all begin?

    KIND launched into the UK market in 2015 as a snack bar that is KIND to your body & KIND to your taste buds. There was a gap in the UK for a snack bar that was nutritious, whilst also tasting great! KIND has filled that gap & is now the #1 snack bar singles brand in the UK and our KIND Protein Crunchy Peanut Butter was voted the 2019 Men’s Health ‘best tasting’ Protein bar. (Nielsen Scantrack UK Total Snack Bars 52 wks. to 16/05/2020).

    What is the market for healthy snack bars?

    Many breakfast bars, along with alternative 'on the go' breakfast options, are tapping into increased customer interest in health trends, such as reduced sugar, complex carbs, protein and natural ingredients to provide a snack that is healthy and nutritionally balanced.

    We all know that the UK is increasingly concerned with holistic health & well-being and we strongly believe this is something that is here to stay. In financially tough times, as we face now, we know consumers turn to indulgent options for the ‘little luxuries’ in life but interestingly, in the 2008 recession it was the ‘healthier biscuits’ category that grew the most, indicating that indulgent & better for you options are what consumers are seeking. KIND ticks both of these boxes.

    The sad truth is that, while many snack and breakfast bars may seem light and healthy, many of them contain a great amount of sugar and calories which will be the opposite to what consumers actually want. People are better educated about their health, watching calorie intake and reading labels. Snacks still have to hit the sweet spot of functional benefits and indulgence, and retailers have to ensure their healthy proposition actually rings true.

    Tapping in to consumer demand

    The KIND consumer is anyone who is looking for a tasty and nutritious snack. The consumption occasions are endless, from work-from-home snacks, to a mid-morning coffee accompaniment, to a Protein boost to keep you going out on your bike or in the gym. We recently launched KIND Breakfast which offer the perfect ‘breakfast in a hurry’ to encourage more Brits to eat breakfast every day. Or if you’re looking for something a little more indulgent, the soon to launch Salted Caramel Dark Chocolate might be the one for you!


    We’re really excited at KIND that we’re already the #6 snack bar brand in UK Indies and the only top 10 brand in growth, at +113% which is a trend we believe is here to stay. KIND offers a ‘trade up’ option for consumers, catering for that ‘treat yourself’ snack occasion, whilst still being a ‘better-for-you’ option. (Nielsen Scantrack UK Traditional Independents Snack Bar Brands 52 wks. To 16/05/2020)

    As the UK lock-down relaxes, consumers are still choosing to do fewer, larger shops and spending less time browsing in store. Independents need to make sure they’re backing the brands consumers know and love, but making the range clear, simply and easy to shop. We recommend making sure there is a clear healthier snacking section on shelf. Effective signposting through point of sales is another way to disrupt the shopper – we love our clip strips which offer great secondary locations in store.


    Sourcing grab and go snacking with Epicurium

    With NPD sitting at over 25% for the sector, it’s safe to say there are plenty of new products, and a ton of innovation, to be found. With a focus on shining a light on the hottest new range and products, we have noticed some significant new players enter the scene and make their mark.

    In order to decide the best combination of products to match your individual requirements, ask yourself this key question - Would a customer coming to you be able to easily purchase healthier grab and go, better for you indulgence or whole food snacks? Leading brands such as KIND are proving the exact solution retailers should be looking at.

    Did you like our content? Has this blog helped inspire you? As experts in wholesome snacks, the team at Epicurium have compiled an easy to follow guide to the best wellness snacks and drinks for retailers - from sure fire hits to some of the freshest new brands on the market. With independent brands stealing a march on the more established brand names, driven by authenticity and a strong online brand presence. Take a look at some of the new products you could be stocking to capture a greater share of the snacking audience. With a quick turnaround of 24-48 hours, no minimum order number and free delivery on any order over £80, our team here at Epicurium can have you tapping into freshest healthy snack and crisp alternatives in no time.