Norseland launches on-the-go cheese snack

UK speciality cheese company, Norseland, has launched a new cheese-bar snack, Amazin Grazin, in response to an increasing trend to snack from the ‘on-the-go generation’, a trend that is set to continue to increase in the 2020s.

With people now reducing their sugar and meat intake, savoury snacks are growing in popularity – last year, supermarkets sold an additional 12.3 million kilos of bagged snacks. Under 35s in particular, are used to living their lives on the go a lot more than previous generations, and they are looking for snacks to satisfy their hunger, and excite their increasingly broad and sophisticated tastebuds.

Market research company Kantar estimates that snack sales reached £11.1bn in the year to June 2019, up 4% on the previous 12 months. The research also showed that British people snack 8.3 times a week, compared with 3.8 times in France and 3.1 times in China.

These trends have given dairy companies a perfect opportunity to create innovative products to fill this need, and Norseland – who launched Applewood Vegan cheese earlier this year – has created the Amazin Grazin bars in three flavours:

  • Smokey chipotle (spicy): mild cheddar cheese blended with smoky chipotle flakes, sweet chilli jam, sunflower seeds and pumpkin seeds;
  • Sticky date and honey (sweet) : mild cheddar cheese blended with orange blossom honey, sticky chopped dates, sunflower seeds and pumpkin seeds;
  • Berry and cherry (fruit): mild cheddar cheese blended with blueberries, cranberries, cherries, sunflower seeds and pumpkin seeds

“Young consumers want easy snacking options, but they are really demanding a high taste factor,” said Dominique Delacour, head of marketing and new product development at Norseland.

“Those in their 20s and 30s in particular, are used to leading non-sedentary lives. They are very busy, and on-the-go all day: they work on-the-go, communicate with their friends and family-on-the go, and they eat and drink on-the-go. Food companies have to respond to this huge change in this social group’s lifestyle in order to meet their needs.

“We think the launch of this new tasty, snack, which is made from 100% natural ingredients, will be popular with under 35s, whose mantra for life is to be adventurous and try new things, while keeping a check on their health. Amazin Grazin is also a snack made completely in Britain, meaning fewer air miles, and we have kept the packaging to a minimum, as we are environmentally conscious.”

Amazin Grazin contains 100% natural ingredients: it is made from mild cheddar cheese, contains no artificial ingredients, and is a source of protein. It is currently available in 300 Sainsbury’s stores, RRP £2.70 for a four-pack, singles available in to-go sections.

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