TBWA/London wins £2m Altú bar account

Nutrinnovator, the health snack company, has appointed TBWA/ London as its first advertising agency, with responsibility to develop a &£2m campaign for its Alt£ savoury cereal bar.

Nutrinnovator plans to seek an AIM listing next month and intends to invest in branding and new product development.

The company was set up in February last year by chief executive Stephen Moon, former GSK strategy planning director for nutritional healthcare, and marketing director Fiona Vigar, former GSK category marketing director for Lucozade. It was backed by a consortium of 12 private investors.

Seachange Creative Partners developed the brand identity and packaging for Alt£. The Alt£ cereal bar is aimed at the casual supermarket shopper as a low-calorie snack with natural ingredients.

Alt£ battles for shelf space with health bar brands such as Eat Natural and Jordans and is positioned as a snack to be eaten throughout the day, rather than purely for the breakfast bar market. Its flavours include sun dried tomato and olive and parmesan.

The company intends to develop more products, including an Alt£ drink to be launched in July.

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