Sir Alan Sugar’s right hand woman Karren Brady has teamed up with the Almond Board of California as their ambassador for a campaign encouraging women to snack smartly.

Karren says, “I’ve always been a big believer in healthy snacking to help keep my energy levels up. I have snacked on a handful of almonds a day for years, so this seemed like the perfect campaign for me.” She continues, “My working day can be really long, so to avoid giving into those guilty temptations, I always carry a pack of almonds with me in my handbag – a perfect snack for when I’m rushed off my feet.”

The campaign has been developed following extensive investment in consumer and market research that revealed a gap for healthy, natural snacks in the UK, one of the largest snack markets in the world.

As part of the campaign and marking a first for the Almond Board of California, a fleet of London taxi cabs has also been launched. The taxis have been fully wrapped with California almond imagery and the drivers have all been trained to provide the key messages of health, taste and portability. Almond snack packs will also be offered to those who fit the target audience criteria.

Dariela Roffe-Rackind, Associate Director, European Region for Almond Board of California says, “We are really excited to be working with Karren Brady and believe she’ll strike a chord with on-the-go women. We have been running marketing activity outreaching to consumers, health and food professionals for many years, and truly believe working with Karren Brady will appeal to our audience and successfully drive increased demand for almonds as a snack.”

With evidence of a lifestyle shift that has led to an increase in snacking as well as growing consumer knowledge about the health benefits of certain foods, the activity is part of a drive to raise awareness of almonds as a healthy, portable snack, perfect for the always-on lifestyle.

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