Created in 2009, the [N.A !] brand has revolutionised snacking with its nature-inspired snacks. A radical Innovation at the check out, the brand is continuing its in-store development in tandem with Solinest.
Nature Addicts, snacks inspired by nature
Revolutionise the world of snacks with nature as your only weapon, that was the original idea thrown out there by Bertrand Jacoberger in 2008.
"Although consumers don't play down the importance of enjoying a treat, they're now looking for "healthier", responsible products, leaving lots of room for go-anywhere snacks."
In 2009, Solinest was clearly aware of the potential of "healthy snacks" but, at the time, did not have a brand partner in the segment.
"To meet market needs, two options were available to us: develop a new brand partnership or create one. We went for the second option."
And so it was that, in 2009, Bertrand Jacoberger and his team decided to create [N.A!], a radical product innovation at the check out:
- sourced 100% from nature (based on fruit, rice and premium ingredients)
- premium and yet street-smart
- practical, thanks to its go-anywhere packaging suited to our hectic lifestyle.
"The addition of [N.A!] to the portfolio of brands marketed by Solinest marked a major development in the company's business model," explains Bertrand Jacoberger.
"Alongside other "treat" products (confectionery), for instance, there's now the advent of new products that add a degree of naturalness."
An idea inspired by a number of trips overseas and by keeping an eagle eye on consumption trends.
The benefits of success: a well designed marketing mix
The success of [N.A!] was practically immediate. While two products out of ten released in France turn the corner in the first year, Nature Addicts continues to develop six years after its launch. A successful launch, thanks in large part to an effective marketing mix (radical product innovation, price, appropriate placement and advertising).
And because a sweet tooth and a desire for the natural have no limits, Nature Addicts has been launched internationally. [N.A!] very quickly reached Belgium, followed by Switzerland, Germany, Austria, Italy, Slovenia, Norway, Korea and even the United States. Present in ten countries, the brand currently achieves nearly 45% of its sales in international markets.
Breakthrough innovations, based on fruit, rice and premium ingredients
An innovative brand, [N.A!] invests nearly 8% of its annual turnover in R&D. After the first "[N.A !] Fruit Sticks" (titbits made of 100% fruit), came "[N.A !] Fruit&Chocolate" (nuggets of fruit coated in chocolate) and then the liquidised whole fruit packs, "[N.A !] My Fruit Simply Blended".
In 2015, [N.A !] was yet again remarked for its innovative character when it released [N.A!] Rice Crackers, a breakthrough innovation in the flagship category of snacking: salty aperitif products. The momentum continues in 2016 with a new range of completely unreaso[N.A!]ble snacks: [N.A!] My Mix.
Ranges
[N.A]'s numbers
2009
The brand revolutionises snacking
100%
inspired by nature
45%
of sales achieved abroad
8%
of turnover invested in R&D each year
