The new Geobar is available in four flavours: Chocolate, Apricot, Mixed Berries and Fruit, Nut and Honey with early customer research showing that the new range tastes even better than before. Getting the recipes just right was achieved through a close working relationship with the innovation team at Traidcraft’s partners Northumbrian Fine Foods.
New packaging, developed by design agency Family (and friends), with the strap line ‘Change the world one bite at a time’ gives customers a sense of being part of the Fairtrade global community and the bright new design and front of pack windows give strong shelf standout and appetite appeal.
First launched more than a decade ago, the Geobar is the UK’s most popular Fairtrade cereal bar with more than 20 million Geobars sold annually.
Larry Bush, Traidcraft’s marketing director, said: “Geobar is the most widely recognized and best selling Traidcraft product and so naturally it was important that we get the revamp right. Early customer research has been very positive so we are confident that these are our best ever Geobars. We believe that everyone can make a difference by buying these products. Consumers really will be changing the world one bite at a time.”
Fairtrade producers, their families and rural communities from across the world will benefit from the new Geobar range as the bars contain Fairtrade ingredients including juicy raisins from South Africa, wild apricots from Pakistan and rice from Southern Asia.
The honey and blueberries are from Apicoop in Chile. Beekeeper and General Manager, Chino Henriques, featured on the Mixed Berries Geobar boxes, is just one of hundreds of beekeepers providing Fairtrade honey for the Geobars.
“Behind sales of Geobars lies a practical change in the livelihoods of hundreds of families of our beekeepers.” said Chino. “It has made education possible and has enabled us to pay for new equipment to build a sustainable business.”
Geobar will re launch back into all the major multiples from August onwards. A box of six bars retails at around £1.81 and £1.64 for a box of five. Geobar is also available in a counter display unit of 24 bars.
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Notes to editors:
• Traidcraft is the UK’s leading fair trade organisation and has been fighting poverty through trade since 1979. .
• Geobars are available in all major supermarkets nationwide.
• Traidcraft Geobar is also available from our wholesale sales team on 0845 330 8900 or wholesale@traidcraft.co.uk or at www.traidcraftshop.co.uk.
• A box of six Geobars retails at around £1.81; a box of five Geobars retails at £1.64. A CDU of 24 Geobars retails at £10.80.
• High resolution images and samples of all our products are available by return. To request images or for further information contact Rachael Heath or Karen Parker on 01642 351 011 or email karen.parker@coolbluebrand.com
