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Graze launches £1m campaign to promote 45% reduced sugar protein bites

Healthy snacking brand Graze has launched a £1 million campaign to promote its ongoing sugar reduction initiative. The multichannel campaign is Graze’s biggest January promotion to…

FOOD & DRINK

Graze launches £1m campaign to promote 45% reduced sugar protein bites

14 January, 2020 | by Angela Beevers

Healthy snacking brand Graze has launched a £1 million campaign to promote its ongoing sugar reduction initiative.

The multichannel campaign is Graze’s biggest January promotion to date and focuses on the relaunch of the brand’s Cocoa Vanilla Protein Oat Bites. Graze says the products now have 45% less sugar than the average cereal bar.

Activity will span road-side posters, in-store shopper marketing activation and social media. In addition, Graze is distributing 450,000 samples across the UK to raise awareness of the reduced sugar recipe.

Anthony Fletcher, chief executive o Graze, said: “The launch of our biggest ever January campaign to promote our reduced sugar Cocoa Vanilla Protein Oat Bites is another milestone in this journey as we look to deliver on our pledge to halve the sugar content across our entire cereal bar range this year. The 45% reduction is equivalent to the removal of 66 tonnes of sugar and further reinforces our position as category leader on the key health issue.”