Nairns Astro Bites

Creative Agency: Dragon Rouge
Location: Worldwide
Project type: Commercial work

The healthier way to fuel kids through the day

Building on its strong reputation as provider of oat-based products born out of natural Scottish provenance and positive oat benefits, Nairns Oatcakes identified an opportunity for a new child-orientated oat biscuit range. Aware of parents’ dilemma when the school-approved ‘healthy’ foods they add to their children’s packed lunches often remain uneaten, they wished to introduce a dynamic new brand offering the optimum combination of health, fun, great taste and kid appeal to keep parent, school and child happy.

So Nairns explored the potential for a healthier fun snack targeted at primary school stage achieving gatekeeper mum approval and exciting enough for discerning kids. First and foremost this would need to address sugar concerns – offering a great-tasting product without sugar overload – and thus exploiting several ‘truths’ within the Nairns brand: wholesome, natural, sustaining ingredients; ability to deliver a crunchy, tempting snack; flexibility to create mini baked shapes with maximum ‘play’ value.

Having worked with Nairns for a number of years, Dragon Rouge was delighted to help define the opportunity and create the brand.

Using our category knowledge and insights to create engaging Nairns-endorsed concepts, we researched propositions with mums and their children identifing the most appealing route and most motivating product.

The result, a space-themed range of crunchy oaty mini biscuits, flecked with dried fruit, in colourful little bags sold in 5-pack cartons, named Astro Bites. Astro Bites boasts 40% less sugar than other biscuits in the childrens’ category – a big plus point for mums – and the space facts and collectible stickers make it fun and engaging for kids. Our design is bold and catchy, designed for high impact on a busy shelf, and the proposition is set to add a new truly sustaining, tasty and fun option to the healthy lunchbox and after school repertoire.

Deborah Carter, Client Director at Dragon Rouge says “it’s always a joy to create a new brand from scratch and we were delighted to work with the Nairns team on a new brand that ticks all the right boxes in terms of taste, fun, good sustaining energy, mum approval and play value. Astro Bites deserves to come top of the class in the healthy school, home or on the go snack arena.”

Astro Bites is launching in stores across the UK, ready for the new school year!