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Healthier snacking brand Eat Real is relaunching in a bid to be a “fully non-HFSS” brand.

The brand will be given a new look this summer designed to “highlight the brand’s use of real, natural ingredients” alongside a slew of new launches and recipe changes.

It will roll out two new flavours of its Hummus Chips – Sea Salt & Balsamic Vinegra and Barbecue – both of which fall under the threshold to be classified as HFSS.

Meanwhile its Sea Salt and Tomato & Basil Hummus Chips will be reformulated, reducing their salt content by over 50%. 

The move marked “a significant step towards recognising our ambition to be a fully non-HFSS brand and will help to ensure our snacks remain as healthy as possible while delivering – without compromise – on our promise of real taste, real nutrition and real ingredients”, said Chris Schulze-Melander, CEO at Eat Real.

The brand had “explored different types of salt and moved to a lower sodium option. This had an impact on texture and density so we also introduced a further change in our production process to maintain the crunch”, he added.

It comes nine months after the brand was aquired by private equity firm Exponent, which has since kicked off a “multimillion-pound” investment programme, said Eat Real, with “ambitious growth plans to build on its already strong base in out of home to significantly increase the brand’s presence in grocery”.  

Many bagged snack and confectionery brands face an uncertain future thanks to a clampdown on ‘junk food’ promotions in store by the government, which would see HFSS promotions banned in many store locations and an end to all volume-based deals on HFSS SKUs as of April 2022.

Supermarket bosses last week urged the government to reconsider the timeframe for implementation of the new rules, arguing it was “unworkable” because of the major structural changes to stores already forced upon them by the pandemic.

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