NICE & NOBBLY GRANOLA BARS (ignore gluten-free at your peril!)

It’s an exciting time to be championing gluten-free.

A food sector once labelled faddy, dour and niche is now growing spectacularly (£350m) and exciting both large and small retailers, something to do with the fact that the basket spend of a pro-active gluten-free shopper is 4 x that of traditional shoppers.

In the Past (Independent Food Stores)

In the past large swathes of independent food stores turned their backs on gluten-free, because for a sector that had built its reputation on ‘great taste’, gluten-free historically fell short.

It’s important to trumpet the fact that today’s gluten-free sector has changed out of all recognition. Now the appeal of a free-from lifestyle extends far beyond medically diagnosed coeliacs to knowledgeable foodie lovers who now have 101 different reasons to consider a free-from regime, be that a diet, wanting to feel less bloaty, experimenting with alternative ancient grains or simply consciously reducing one’s gluten intake.

Nature’s Path Goes More Indulgent

As an independently-owned, ‘organic only’ family business that’s been championing gluten-free since 1985, Nature’s Path is better placed than most to talk about today’s rapidly evolving gluten-free aisle.  No longer is free-from about dry, cardboardy-textured blandness. Today words like indulgent, rich and intense flavours are paramount.

In 2013, Nature’s Path introduced its Nice & Nobbly sub-brand (two luxurious granolas).  This March sees the arrival of two sumptuous granola snack bars wearing the same Nice & Nobbly badge Choc Chip & Trail Mix (loaded with cranberries, almonds, flax, pumpkin seeds and coconut).

According to Head of Marketing, Ian Hills, ‘As an organic business that believes passionately that nature knows best, we felt Nice & Nobbly was the perfect brand name to underpin our unflinching commitment to ‘real ingredients’, great tastes and bold flavours’.