Certain packs of G’s brand Fresh & Naked leaves will include trial chia shots in the first time the company has collaborated with another manufacturer through an in-pack giveaway.
In partnership with Australian producer The Chia Co., chia samples will be included in 125g bags of baby spinach, and 60g bags of baby kale.
G’s said the move responds to shoppers using kale, spinach and chia seeds to make ‘superfood’ smoothies, and said that its customer profile matched well with that of The Chia Co.
“We found through various social media conversations with customers, that a lot of people were using the kale and spinach products in making their own smoothies; one of the interesting things that people were adding was chia seeds,” said Fresh & Naked brand principal, Anthony Gardiner.
“When we looked at our shopper profile data it was well matched to that of The Chia Co. so a linkup between the two brands felt like a really nice customer fit.”
Teresa Aprile, of The Chia Co, said the tie-up was a “fun way” to connect with health-conscious consumers who may not want to use the wholefood or free-from aisles.
“There are many similarities between our two brands: we farm sustainably, value our connection from our farms to our consumers and are passionate about the positive impact that our natural products can have on consumers’ health,” she said.
The campaign will be conveyed through advertising and social media to strengthen the “unwashed lasts longer” message with an extra nutrient boost through chia samples.
The Chia Co. products have been available in the UK since 2013, but the business has been established in its home market of Australia and the US for the past decade. Its chia is grown in the Kimberly region of western Australia.
