Eat Natural, the fruit and nut bar brand, is doubling its marketing spend to £1m this year. It is planning to support and invest in its existing range of bars as well as developing into new categories.
It is the biggest marketing spend for the company to date and will include advertising for the first time. This will include a campaign in the trade and consumer press as well as sampling campaigns.
The company, which celebrates its 10th anniversary this year, is planning to build on its brand awareness by targeting urban commuters with the advertising as well tactical campaigns. It is also hoping to reach 1 million new consumers with its sampling work, which will focus on “nice days out” and will launch in May.
The increased spend will also support the brand extending into new areas, which have yet to be announced. Eat Natural co-founder and director Praveen Vijh says it hopes that the increased spend and new product strategy will build sales of the brand by 30% over this year.
The decision to extend the brand follows the appointment of Harriet Gregory, who previously worked in new product development at Marks & Spencer, to oversee all new product development for the company. She joined at the end of last year.
The company is also seeking new opportunities for brand alliances for limited edition products. Last November, it launched a limited edition bar with Virgin Atlantic for its premium economy offer. The Mile High Bar, which contains Goji berries, aims to give passengers a slow-energy release boost during their flight (MW November 23).