General Mills-owned snack brand Fibre One has launched a new flavour in the UK and aims to boost its presence with a new ad campaign.
The cinnamon drizzle squares bar contains cinnamon-flavoured pieces with a vanilla drizzle and joins the rest of the range in the UK, consisting of: chocolate fudge brownie, lemon drizzle squares, and salted caramel squares.
General Mills said Fibre One is now a £11.6 million brand, with distribution more than doubling in the UK in the last year.
Launching early this year, the new TV campaign consists of a 30-second ad and follows women discovering the indulgent, diet-friendly bars to the tune of ‘Total Eclipse of the Heart’, originally made famous by Bonnie Tyler.
The ad run will be complemented by a paid-for Instagram and Facebook campaign, as well as in-store shopper marketing and promotional activity. It will return for a second burst later in the spring of 2018.
General Mills marketing manager for snacking Arjoon Bose said: “This is an exciting and pivotal time for our Fibre One brand and we are thrilled with its success over the last 12 months. Our ambition is to be Britain’s most popular diet management brand, so expect our activation on Fibre One to really step up this year.
“The diet season is Fibre One’s most important time of year and we want to make a splash in these traditional dieting weeks to introduce more consumers to the guilt-free indulgence of the Fibre One brand. We expect the cinnamon drizzle squares bar to be another hit in the brand’s ongoing success story and we are excited to bring our popular ad back to support.”
The new bars are now available with a recommended retail price of £2.89.
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