BEAR is a small, young company, started in January 2009 which focus on providing a healthy alternative to snacks. The do not see why you should have to compromise healthiness for taste. The company ethos is that they believe in sourcing all of their ingredients from natural sources and do not believe in adding extra sugar, flavourings and salt into their products. Their products are available to purchase from Waitrose, Sainsburys and Ocado. The company name comes from an article that the founder read, stating the fact that animal bears grow up in the city and forage for food from bins, mainly those from behind fast food restaurants. This increased the fat of these foraging bears by 30% compared to forest bears. This has a knock on effect into their activity and therefore their overall lifespan, whereas wild bears who had natural foods they foraged would live much longer. This was seen as a reflection of how humans feed as well and this theory was applied to our eating habits, thus the founders of Bear decided to do something about it. There current promotion for YoYo multipacks is to find 80 different collectors cards and stickers where you collect a certain amount of barcodes from the packs which can be send off to collect a map and stickers. The first person to collect all of the stickers on the corresponding map can win a prize. Recently, the brand won The Grocer ‘Food and Drink Brand of the Year 2013’ due to their ethos and work towards making healthy food which is tasty and easy to include in everyday life. From this, the company aimed to sell and manufacture 60 million pieces of fruit by the end of 2013.
YCN 2014 ‘Bear’ Brief
In there 3 year history, they currently have 4 products on the market. They are Alphabites, Paws, YoYos and Nibbles:
Fruit Nibbles are just pieces of dried fruit which make up 2 of your 5 a day. It is available in 2 flavours; Strawberry and Cherries and Mango and Pineapple.
Alphabites are a multigrain cereal which has the cereal pieces in the shape of different letterforms. They are made from Wheat, Oats, Corn, Rice, Barley and Coconut, Blossom Nectar. You can get them in plain or chocolate flavours. The back of the cereal box packets usually have an illustrated image on the back based on the theme of a particular letter, making for an informative and interesting read for children.
The YoYo collection is the most extensive and developed of the snack ranges available at Bear with 6 available flavours. Its just pieces of fruit which are rolled up and are available in multipacks.
Paws are pieces of fruit which have been baked to become chewy snacks that have a similar consistency to sweets. They donâ€™t include any additives and sugar but it is part of 1 of your 5 a day. They are currently available in 3 flavours; Strawberry and Apple, Apple and Blackcurrent and Orange and Strawberry.
There current promotion for YoYo multipacks is to find 80 different collectors cards and stickers where you collect a certain amount of barcodes from the packs which can be send off to collect a map and stickers. The first person to collect all of the stickers on the corresponding map can win a prize.
As part of the research, we felt it was important as a collaborative to understand the area we are designing for and how other competitors have reached out to the target audience. Bear has two main areas that it targets through its branding; children and healthy eating. In the area of snacks and cereals, there are a lot of other competitors in this market whose brands are focused on the ideal of providing healthy alternatives to children. Wheetabix is a traditional cereal which has just made of wheat which are condensed into busks which can be topped with fillings, such as fruit and milk. They are started to appeal to a children’s market by adding a chocolate flavour to there tired and trusted cereal and making the portion sizes smaller so that they are easier to break down and eat. The slow release energy and filling breakfast will stop snacking during the middle of the day Ella’s Kitchen is centred around providing a wide range of organic foods for young children by focusing on their relationship with the food. This is shown by the naming
YCN 2014 ‘Bear’ Brief
of each product and the childish, illustrative style of the design. The brand focus on producing food without additives so as to prevent bad behaviour which is normally associated with additional additives within processed food. Organix’s ‘Goodies’ brand is targeted at children over the age of 12 months in order to encourage them to snack in a healthier manner. Using organic fruits and multi grains within its foods keeps parents happy whilst the illustrations of other children on the packaging encourages children through peer participation to eat the healthier options. What has surprised me the most from the research is the lack of healthy cereal alternatives that are directly for children or advertised at children. This shows that this is a very important piece of market which has not been successfully fulfilled and, by becoming a strong contender in this market, it can make for a successful product.