A new tasty kids snack aiming to make lunchboxes a little easier for parents has launched in Tesco stores nationwide.
Jungle Squad cake bars have been created to offer a lower sugar alternative to traditional cake snacks without taking away the fun or taste children love.
With just 3.2g of sugar per bar (around 60% less than most popular cake bars), the new range is designed for everyday moments like lunchboxes, after school snacks and busy days on the go.
Created by Imaginakery, a new brand on a mission to help parents and children combine lower sugar foods with entertainment-led experiences – Jungle Squad cake bars are now available in 654 Tesco stores nationwide – an unusually large rollout for a new entrant in the healthier snacking category.
Launching in scrumptious strawberry and lip-smacking lemon flavour, the pack of five individually wrapped cake bars appeal to both parents and children, and are suitable for lunchboxes, after-school snacks and on-the-go activities. The intention is not to reposition cake as an occasional treat, but to provide a lower sugar alternative that can fit more easily into daily routines.
Founder Mark Simester, who previously held senior roles at Nestlé, Warburtons and Soreen, says the idea came from a simple frustration many parents will recognise.
Mark said: “The children’s snack category is broken, and parents are being left to navigate it alone. There’s a clear gap between what parents want and what the category currently offers. Too many products are still high in sugar, and too many healthier options feel like a compromise. Jungle Squad is about closing that gap, creating something that works for parents, but is driven by what children actually want.
“Switching from confectionary style cake bars to Jungle Squad can incredibly save a child eating 3kg of sugar in one year!”
Each bar contains 89 calories and has been developed to offer a more balanced alternative to traditional cake snacks, without relying on artificial sweeteners or syrups.
Rather than positioning cake as an occasional treat, Jungle Squad has been designed to fit into everyday routines, helping families make small, manageable swaps over time.
In fact, switching from standard cake bars to Jungle Squad could reduce a child’s sugar intake by up to 3kg over a year.
What sets Jungle Squad apart, however, is not just its nutritional credentials. The brand has been developed to address a long-standing challenge within the category, that healthier options often fail to resonate with children themselves.
Each pack is integrated into a wider entertainment ecosystem, including collectible trading cards, a free augmented reality app and a dedicated YouTube series. The aim is to shift purchasing dynamics, creating a product that children actively engage with and request, rather than one positioned purely as a parental compromise.
The idea is simple: create something kids are excited about, so parents don’t feel like they’re forcing a compromise.
Mark added:
“This isn’t about removing treats, it’s about making better everyday choices easier. If small swaps can reduce sugar intake over time, the impact for families can be tremendous.”