General Mills is targeting on-the-go snacking occasions with its new Nature Valley Nut Butter biscuit bars, available in two flavours.
Made with 100% wholegrain oats and barley, the bars contain a smooth filling made with almond butter or peanut butter.
The peanut flavour is expected to be the lead product and comprises of two crunchy honey wholegrain oat and barley biscuits with a peanut butter filling. The almond variant features two cinnamon wholegrain oat and barley biscuits.
General Mills claimed that the nut butters market in the UK grew by 50% between 2010 and 2015.
Arjoon Bose, Northern Europe lead for snacking at General Mills, said: “Breakfast time is still the most popular time for cereal bar consumption, accounting for 65% of eating occasions. Nature Valley Nut Butter biscuits will help drive purchase frequency and consumption occasions, helping to open up what we believe is a £10 million retail sales value opportunity over the next three years for the cereal bar category.
“In trials, 90% of consumers agreed that Nature Valley Nut Butter biscuits ‘taste great’, making us confident they’ll appeal to consumers in need of a delicious snack which are ideal for mornings as well as a little indulgence to enjoy towards the end of the day.”
Nature Valley Nut Butter biscuits are now available in the UK in multipacks (4 x 38g) with a recommended retail price of £2.89.
© FoodBev Media Ltd 2024