Pure Bite is now appearing in Morrisons across the nation at self-serve till point fixtures, as well as on Morrisons Groceries Online.
Pure Bites’ founder Jason Bull said Morrisons was a natural choice with its wealth of healthy and convenient choices on offer for consumers.
“The reason I started Pure Bite was because I couldn’t find snacks that delivered on taste and health credentials on the shelves,” he said.
“This is the one the most exciting sectors to work in right now and with this category predicted to top more than £25 billion ($30.53bn) globally by 2025, there is going to be lots more innovation and great tasting products to bring to shoppers.”
Bite UK’s mission is to create free from snacks that are high in protein and fiber, and low in calories, sugar and fat. The range is also suitable for people with allergies and intolerances such as celiac disease, being free from dairy, gluten and animal products.
The current range includes Popped Rice Clusters in Blueberry & Cranberry and Strawberry & Gojiberry variants; Almond & Cashew and Hot & Spicy Nut Clusters; and Strawberry flavored Crunchy Coconut Clusters.
Pure Bite snacks can also be found in McColls, NISA and Costcutter stores.
The Morrisons' rollout is being supported by a marketing campaign that includes instore and online promotions, product sampling, digital marketing and PR.