The promotion, with the tagline “Feel the Nature”, comes as the healthier snacks category has experienced 9% annual growth.

Lucia Gimson, brand manager at Eat Natural, said: “Our vision is to enable consumers to reconnect with nature, providing the authentic taste of the simplest ingredients, blended into delicious recipes, to bring out the great taste of nature.

“It’s something that has remained true since the brand’s inception 25 years ago.”

The marketing investment follows the brand’s acquisition by the Ferrero Group in December 2020.

Ferrero said it would maintain and build on Eat Natural’s brand authenticity, while supporting the company with distribution and expansion.

The campaign will last 18 weeks, with a second phase planned later in the year.