Posted onDecember 21, 2013
BEAR has announced it is launching into the cereal category.
The new product will accompany its range of healthy adult nibbles and popular kids focused Yoyos and Fruit Paws.
New BEAR Alphabites is the UK’s first cereal for children made with absolutely no added nonsense.
Launching first in Waitrose, BEAR’s new Alphabites continue the company’s focus on making tasty nibbles that contain absolutely no additives.
Alphabites are high in fibre, low GI and contain a daily wholegrain portion
Made with just six natural ingredients, Alphabites contain coconut nectar, a sweet sap buried inside the flowers of the coconut tree, which has enabled them to make a naturally sweet and crunchy cereal without the need to add any sugar at all to the product.
Alphabites are high in fibre, low GI and contain one of your three daily wholegrain portions.
Giles Brook, Founding Partner said:
“A combination of children missing breakfast and unhealthy cereals have been cited as a major contributor to childhood obesity.
“We wanted to create a product that would help families find a healthy alternative to this growing problem.
“Coming into a category dominated by a handful of major players, we are hopeful we can make a big impact by bringing consumers a healthier option with no added nonsense to start their day.
“Priced competitively, we would like to play a role in helping grow the category over the next three years by bringing consumers a healthy, affordable but equally tasty option.”
BEAR Alphabites are crunchy cereal letters available in two recipes: Multigrain and Cocoa.
Building on the crunchy cereal letters inside the box, each pack takes kids on a fact filled adventure related to a letter theme.
Giles said: “We currently put fact cards inside each of our Yoyo packs and they have proved massively successful with a very loyal following.
“We wanted to continue this in our cereal but with a different angle that helped us stand out on shelf yet remained true to our brand- to get kids learning about the world around them without even realising that they’re doing so.
“Each of the packs takes kids on an adventure into a particular theme, focussed on an individual cereal letter- so S is for Space, M is for Magic, I is for Insects etc.
“There are eight individually illustrated back of packs that allow kids to delve into the worlds of intergalactic space travel, the perilous seas of Pirates or the deep waters of the world’s oceans.
“The remaining 18 letters of the BEAR’s Alphabet will roll out over the next 12 months.”
The BEAR Alphabites launch will be supported as part of BEAR’s £1 million advertising campaign which breaks late summer.