Amazin Grazin, Pioneering New Cheese And Seed Bar, Wins Healthy Snacking Innovation Award.

Amazin Grazin, the new cheese and seed bar from the UK’s leading speciality cheese company, Norseland, has won the Best Healthy Snacking Innovation Award at the 2020 World Food Innovation Awards at the HRC (London ExCel).

The new snacking cheese bar beat off competition from Pea Puffs Salt and Vinegar Flavour from BEPPS Snacks, Yili Freeze-Dried Yoghurt Bites from Yili Group, Nibble Brownie Bites Choc Walnut Brownie from Nibble Protein and Spinach Bites from Strong Roots to win the much-coveted award.

The judges of the 2020 World Food Innovation Awards included Jamie Crummie, the Forbes 30 under 30 and co-founder of Too Good To Go, the world’s largest marketplace for surplus food, Soraya Gadelrab, portfolio director, food, drink and hospitality at Montgomery Group and Angeline Achariya, food innovator and executive director innovation and growth at Simplot Australia.

Talking about Amazin Grazin, Soraya described it as “healthy and mindful – high protein and full of nutrients, this product does it all and should be applauded for doing so.”

Angeline said she

“loved the concept, packaging and the reinvention of snacking into mini meals”, while Jamie said it was “a tasty, healthy product”.

Speaking about winning the award, Dominique Delacour, head of marketing and new product development at Norseland, who has overseen the development of Amazin Grazin said:

“We are thrilled to win the Best Healthy Snacking Innovation Award at the Food Innovation Awards.

“We really focused on creating a healthy snack with Amazin Grazin. The ingredients were firstly chosen for their health benefits and then paired together to create some interesting and unusual flavour combinations, which really worked. Cherries and Berries is packed full of vitamins and dates are full of antioxidants. Everyone who has tried them has loved them.

“And we only launched Amazin Grazin at the start of the year, so it’s great that the innovation that has gone into this healthy cheese and seed bar has already been recognised.”

Norseland launched Amazin Grazin in January in response to an increasing trend to snack from the ‘on-the-go generations’ (millennials* and generation z**), a trend that is set to continue to increase in the ‘20s decade.

The bar is the first cheese and seed snack, which is available in three flavours, to be targeted at young adults, who are increasingly living their lives on the go, much more than previous generations, and are looking for health-conscious snacks to satisfy their hunger, and excite their increasingly sophisticated taste buds.

The new product has been inspired by research that shows that people are ditching the traditional three daily meals and choosing instead to graze throughout the day, as they spend less time at home.

These trends have given dairy companies a perfect opportunity to create innovative products to fill this need, and Norseland, which launched Applewood Vegan cheese earlier this year, has risen to the challenge, creating the Amazin Grazin bars in three exciting flavours, all containing superfoods, sunflower and pumpkin seeds, and with bold and colourful branding. These include

Smokey chipotle (spicy): mild cheddar cheese blended with smoky chipotle flakes, sweet chilli jam, sunflower seeds and pumpkin seeds;
Sticky date and honey (sweet) : mild cheddar cheese blended with orange blossom honey, sticky chopped dates, sunflower seeds and pumpkin seeds;
Berry and cherry (fruit): mild cheddar cheese blended with blueberries, cranberries, cherries, sunflower seeds and pumpkin seeds

And with people now reducing their sugar and meat intake, savoury snacks, in particular, are growing in popularity. Last year, supermarkets sold 12.3 million extra kilos of bagged snacks.***

Market research company Kantar estimates that snack sales reached £11.1bn in the year to June 2019, up 4% on the previous 12 months. **** The research also showed that British people snack 8.3 times a week, compared with 3.8 times in France and 3.1 times in China.

* Millennials – said to be those born between 1981 – 1996

** Gen Z – said to be those born 1997 – present

*** Research conducted by The Lucre Group (October 2019)

**** Kantar Worldpanel 52 w/e 09 January 2020

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