The confectionery wholesaler has unveiled a better-for-you proposition called Healthier at Hancocks.
Focus areas include healthier snacks and energy, with the aim to make enjoyable, healthier choices accessible and affordable for everyone.
The healthier snacking market has grown by 15% in the last 12 months, taking it to £148m (IRI) and Hancocks claims to have observed an industry-wide shift whereby many major grocers are starting to segment healthy snacking and highlight wider ranges including energy drinks and high protein.
The Healthier at Hancocks launch comes alongside the introduction of two new partner brands, Sneak Energy drinks and American-born Clif, which specialises in energy bars and chews.
The Clif Bar comes in six flavours: Chocolate Chip, White Chocolate Macadamia Nut, Crunchy Peanut Butter, Blueberry Almond Crisp, Peanut Butter Banana with Dark Chocolate and Chocolate Almond Fudge.
Meanwhile, Clif Nut Butter Bars, which are made using certified organic ingredients, are available in Chocolate Chip and Peanut Butter, Chocolate and Peanut Butter and Peanut Butter. Each bar contains 7g of plant-based protein and only 9-11g of sugar.
The Clif Bloks Energy Chews are designed for athletes, as an easy-to-chew source of quickly absorbed carbohydrates that deliver carbohydrates for fast fuel to maintain optimal performance levels. The range comes in caffeinated and non-caffeinated varieties with flavours including Strawberry, Mountain Berry, Tropical Punch and Black Cherry.
Some of the other brands which will come under the Healthier at Hancocks category include Barebells, Grenade, Gunna, Get More Vits, Eat Natural and Candy Kittens.
New products from the healthier category will be available from each of Hancocks 14 depots across the UK and online, with new signage and POS to help shoppers navigate new lines in store.
The brand also plans to extend their own ranges by launching new brands and through partner brand development.
Kathryn Hague, head of marketing at Hancocks said: “We are super excited to be launching our brand new Healthier at Hancocks proposition.
“Many of our independent, forecourt and grocery customers are segmenting healthy snacking and highlighting wider ranges in store, which aligns perfectly with our plans for healthier options.
“With an already increased demand, the ability for retailers to tap into a brand new customer base and be involved with such a fast-growing category, introducing healthy snacking, functional and energy categories is a no brainer.”
Hancocks has 14 nationwide cash and carry stores and an online channel where customers can shop online 24/7 with delivery to the door or click and collect options.
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