Snackles is a new range of sugar free bars by sugar-free foods company, Noshu. Host/Havas won the pitch to launch the bars into the mainstream grocery market and the Snackles launch campaign debuted on November 4

The appointment includes all above and below the line activity, PR and media.

Noshu aims to make an impact in the mainstream muesli bar category with Snackles, an rice crispy snack, positioned as a delicious, ‘better-for-you’ product for time poor parents and carers seeking healthier snacks that will still appeal to children. Snackles bars contain an average of 4% sugar, compared to the 30% or more added sugar content of similar mainstream products.

Laura Aldington, chief executive officer of Host/Havas, stated “As an agency, we are excited to be partnering with such an innovative and inspiring home grown success story as Noshu. And as a parent, I’m thrilled to be working with a brand that puts an end to the familiar battle between what your kids want to eat and what you want them to eat.”

Reuben Crossman, brand director for Noshu, added “This is a revolutionary product that will make a positive difference to many people looking for convenient, better-for-you treats that don’t compromise on taste. The Host/Havas team have displayed a comprehensive level of understanding for the complexities of the business challenge within a heavily saturated category and we are excited to bring this all to life so that people can start enjoying Noshu Snackles.”

Noshu, whose name derives from their ‘no sugar’ philosophy, has built a large and loyal following in Australia and New Zealand for its many sugar free offerings including a range of popular baking mixes, ready-to-eat cakes and slices, baked donuts and sugar free choc chips.

This new business win follows Host/Havas’ recent appointment to the United Nations’ Free & Equal (UNFE) campaign for LGBTI equality.