General Mills has launched new lines across both its Fibre One and Nature Valley portfolios in the UK, as it aims to build on success in its snacking division.
Cake Bars have been added to Fibre One’s snacking range in two flavours: triple choc and carrot cake, each available in boxes of 4x25g with a recommended retail price of £2.89.
The triple choc variant features soft cake with a smooth filling and a rich, dark topping with sprinkles. Meanwhile, the carrot cake has a layer of spiced cake, sweet cream cheese, icing and a sprinkle of chopped nuts. Both products have 90 calories per bar.
To support the launches, General Mills will carry out a £700,000 marketing campaign as of September.
The company will also add to its Nature Valley brand with new Nut Butter Cups in September. These will consist of wholegrain crunchy oat cups filled with either real peanut or almond butter, topped with nuts and dipped in chocolate. They will retail at £2.89.
In a response to consumer demand for permissible indulgence, this launch is targeted towards the late afternoon or evening treat occasion.
Nut Butter Biscuits cocoa hazelnut will also join the current Nature Valley range. These will consist of wholegrain biscuits with a filling of real cocoa and hazelnut butter, designed as a breakfast replacement or morning snack.
The Nut Butter platform will be supported by a £800,000 television campaign that will run for five weeks from 25 October.
Arjoon Bose, head of snacking for General Mills UK & Ireland, said: “The snacking division at General Mills has had a bumper year as we have exponentially grown both our Fibre One and Nature Valley brands.
“We have strategically realigned the platforms, introducing Popcorn Bars to the diet management portfolio of Fibre One, while innovating within our long-established Nature Valley platform with Nut Butter and more NPD to come.”
© FoodBev Media Ltd 2024