PASADENA, CA — Embarking on a coast-to-coast excursion, Nature’s Bakery announced the kickoff of its 2024 Summer Sidekick Tour.

The soft-baked snack brand will surprise eventgoers around the country. The company’s Snack Squad will visit Salt Lake City, Atlanta, Orlando, Raleigh, Denver, Columbus, Boston, Dallas, Pittsburgh, Minneapolis, San Diego, Chicago, and Portland to help attendees select treats from its variety of better-for-you snacks.

Attendees can also expect family-friendly activities, games, giveaways, and an opportunity to enter the Summer Sidekick Sweepstakes at select locations to win prizes such as branded merchandise and Nature’s Bakery bars. The brand will also host virtual giveaways on Instagram, offering the chance to win snacks, warm-weather essentials and gift cards.

“The success of last year’s first-ever Summer Sidekick Tour confirmed that the best way to connect with our consumers is to meet them in their everyday lives,” said Hanna Teklu, senior director of marketing communications at Nature’s Bakery. “By sharing samples, we’re not just introducing our products – we’re becoming part of the memories people create.”

The brand will also target a wide range of events to engage with previous and newly acquainted consumers.

“From large-scale events to local parks, we’re there to provide a delicious, convenient and wholesome snack to take wherever the day takes them,” Teklu said. “This approach helps us convert first-time triers into loyal buyers, which is why we’ve scaled our program to reach even more snackers with four additional markets from last year.”

This is the second-annual Summer Sidekick Tour, which has since expanded following the success of last year’s tour.