Global and local trends show that consumers want light, eat-on-the-run, convenient, available and affordable snacking solutions. National Brands Limited (NBL) has identified the role they can play in this Macro Snacks environment and aims to drive their growth by expanding their biscuit brands beyond the biscuit category into the Convenience Foods sector.
According to Billy Oosthuizen, Category Director: Convenience Foods, NBL: "This move from the biscuit category to Convenience Foods gives us the opportunity to take our brands to exciting new categories by offering affordable, fun snacks for urban sub-Saharan Africa."
NBL's first launch into this new category is the Bakers Notta Bar into the countline segment, a market which is currently divided into two segments: muesli, health and energy bars; and indulgent chocolate bars. Countlines are mostly consumed by young, urban dwellers. Muesli, health and energy countlines is a small but fast growing category, while the indulgent chocolate countlines have a large share within the Macro Snacks segment and are mostly driven by innovation.
NBL identified a niche in this market and saw the opportunity to capture the imagination of Generation Y, whom to date have largely been ignored in the countline market, by combining taste, textural interest and indulgence into one product.
Identifying this target market as Generation Y, a generation that is positive and trendy, NBL is launching not a cereal bar and not a chocolate bar, but a Bakers Notta Bar. Bakers Notta brings together the well-liked chewy texture of a cereal bar with the taste and indulgence of a chocolate bar, ensuring a fun snack that is 'Notta' what it seems. Bakers Notta will be available in four flavours including Mint, Peanut Butter, Mixed Berry and Apricot Caramel.
According to Anneleigh Jacobsen, Senior Brand Manager - Convenience Foods, "We welcome the challenge and commitment of driving this venture into the Macro Snacks category. Notta is endorsed by Bakers, a trusted brand name, and offers an on-the-go snacking option. The cross pollination of a strong Masterbrand, such as Bakers, into a different segment will drive trial and interest in the category."
New technology and a new production line were implemented for Bakers Notta, which is manufactured at NBL's Westmead factory. Launch support will include a creative television commercial aimed at the youth, which will be aired at high media weighting to drive brand awareness and trial. High impact alternative support media and sampling, as well as strong in-store presence with Bakers Notta POS, on-shelf dispensers and display units. Vibrant packaging will also ensure strong shelf presence.
"Bakers Notta gives NBL the opportunity to tap into a small but rapidly growing market segment and to expand the well-loved Bakers brand into new categories where they can continue to offer innovation and good quality to consumers," concludes Oosthuizen.
