The snack company is also rolling out their new Honest Snacking initiative, starting with a total packaging overhaul of their existing range.
The new packaging will feature each product’s entire ingredients list front and centre, letting the product’s all-natural ingredients speak for themselves.
“Health Lab has decided to undertake this Honest Snacking initiative because although claims like 100 per cent natural, no added sugar and ‘made from real ingredients’ do apply to every single one of our products, the way that other brands are using them takes away their meaning,” Health Lab founder Jess Thomas said.
“It’s gotten to the point where we’d rather just let our uncomplicated ingredients list speak for themselves, allowing our consumers to make a quick educated decision on whether these ingredients are something they’d like to eat or not.”
The snack company said when consumers walk into any supermarket they’ll find shelves of products claiming to be the healthiest most natural option, made with ‘real’ ingredients, 100 per cent natural, no added sugar.
Health Lab said companies are deliberately using bogus or hollow claims on their packaging to entice customers into purchasing their products, knowing full well that the claims the consumer is responding to are a facade. They said it’s really no surprise customers are finding choosing healthier options more confusing and complicated than ever before.
Health Lab’s range will continue to be the healthy, uncomplicated grab-and-go products. They’re just going to be a “little more honest”. Their new honest packaging is rolling out in February 2018.