Graze launches Peri-Peri Crunch alongside rebrand

The rebrand features an enlarged logo and illustrations to drive standout on-shelf

graze peri peri rebrand

Graze has launched a new Peri-Peri Crunch variety alongside a rebrand across its range.

The launch of non-HFSS Peri-Peri Crunch comes as the supplier’s Crunch range has grown by 18% in the past year.

According to Graze, it is its most appealing flavour to date, with purchase intent testing at 75%. It is available in a 28g punnet with an RRP of £1.20.

It is launching alongside a rebrand which features an enlarged white logo for easier brand recognition. Packs also feature illustrated hands which guide shoppers to product photoraphy.

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The supplier says consumer feedback has been successful, saying the new packaging has greater on-shelf standout translating to a higher purchasing intent.

Additionally, Graze’s Crunch range is now recyclable with bags at large supermarkets.

Joanna Allen, CEO at Graze, said: “We truly believe combining taste and health is the key to the future of snacking, and we’re committed to innovating to drive category growth in this new HFSS landscape. We’ve made huge changes across our portfolio – from a brand-new look and feel, to sustainability improvements in our packaging, to launching new innovations into market that expertly combine health and delicious flavours.

“Whilst these are the key changes we’re making in 2023, at Graze we’ve always considered ourselves to be pioneers in snacking. We believe that little and often is the future of food. With almost a billion snacking opportunities every week, and research showing that 97% of people are planning to snack the same, or more, in the future, we encourage retailers to make the most of this opportunity.”

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