Well&Truly on the way to making its mark in the UK healthy snacking sector

By Gill Hyslop

- Last updated on GMT

Well&Truly baked corn snacks are now available in Sainsbury's across the UK. Pic: Well&Truly
Well&Truly baked corn snacks are now available in Sainsbury's across the UK. Pic: Well&Truly

Related tags Well&Truly snacking listings Sainsbury's Ocado

Healthy snack brand Well&Truly has won a nationwide listing with Sainsbury’s as it continues its mission to deliver snack satisfaction without guilt or compromise.

The baked corn snack has won a raft of listings and experienced a 300% growth in sales since it launched a fresh new look and positioning in May, and can now be found in more than 2,000 distribution points across the UK.

Last month, the snack’s Really Cheesy and Sour Cream & Onion variants were rolled out in 100 WHSmith outlets in the 30g format for a RRP of £0.99 ($1.29).

This followed Ocado’s move to extend the sharing bag range, adding 100g Sour Cream & Onion and Smokey Paprika to the line-up at a RRP of £2.00 ($2.62).

According to co-founder Sara Trechman, there is a definite white space for the better-for-you snack, which is lower in fat, gluten free, all-natural and vegetarian, allowing consumers to have it all.

Guilt-free snacking

“The UK is a nation of snackers, with the average Brit consuming four packs of crisps a week on average. We believe in positivity and not prohibition, and want to be the brand that finally lives up to expectations for both health and satisfaction. Not only is the range tasty, but every product is guaranteed to have 40% less fat,”​ she said.

“Securing a listing with Sainsbury’s as our second national grocery partner is a really big win for us.

“Not only does this significantly increase our nationwide distribution, but the positioning of the snacks at till point will help raise our brand awareness and increase our visibility,”​ she added.

The brand’s 30g single serve packs of Really Cheesy and Smokey Paprika are now available at till points across more than 200 Sainsbury’s stores at a RRP of £0.80 ($1.04).

The brand is also available from Tesco, Booths, Wholefoods, As Nature Intended, Ocado and Sourced Market. It is also currently exported to four countries and expects to triple its 2017 revenue this year.

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