Sun Valley is to introduce a new snack range called 'nature' following branding work by Principles Agency.

The Leeds agency was briefed to reposition and repackage Sun Valley's 'you are what you eat' snack range and its work will see the new products launched in independent retailers this month and in Asda stores in June.

The nature range has been introduced to try to give Sun Valley more standout in a congested snack market.

“The healthy snack market has become overcrowded," said Sun Valley marketing manager Jonathan Barr. "We believe that products should therefore evolve in line with consumer demand and behaviour."

Mike Hackett, managing director of Principles, said: "We identified that the new ‘nature’ snack range  will typically appeal to the so-called ‘Weekday Grazers’ who tend to be ABC1 women, aged 25-45, either working full-time or juggling motherhood with work. Their busy lifestyle means that they are more likely to choose healthy tasting treats.”

The fruit, nut and berry snack mixes are branded 'nature with a hint of exotic' and 'nature with a hint of naughty'.