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Mars-owned cereal brand Nutri-Grain is launching Nutri-Grain Crunchy in the US, a new snack bar designed to meet growing consumer demand for whole grains and higher fibre options.

The bars, hitting select retailers this month with a full national rollout planned for spring, come in Chocolate Chip Chia and Honey Oat Flax flavours.

Nutri-Grain Crunchy is formulated with oats, barley, buckwheat, rye and quinoa, delivering at least 23g of whole grains per bar and a 'good source of fibre'.

The bars are Non-GMO, peanut-free and free from high-fructose corn syrup, artificial flavours and colours, aligning with a wider industry trend toward cleaner labels and better-for-you snacks.

“Nutri-Grain Crunchy is a fresh expression of the brand’s hard-working goodness,” said Eileen Flaherty-Yao, senior director, brand marketing at Mars. “It’s a crisp, flavourful bar designed to support the small but meaningful moments that carry people through the day.”

The launch reflects the broader consumer shift toward purposeful nutrition, particularly fibre, which remains underconsumed by most Americans.

According to the USDA, average daily intake falls at around half the recommended level, signalling an opportunity for convenient snacks that support everyday wellness.

Nutri-Grain Crunchy represents an evolution in the brand’s portfolio refresh, combining upgraded nutrition with a crisp texture and familiar bar format.

The new bars aim to balance taste, convenience and health claims, positioning them to appeal to both existing brand loyalists and a new wave of health-conscious consumers.

Priced at $4.49 per 10-count box, the bars will roll out nationally through spring 2026.