General Mills is extending its snacking portfolio with new skus for its Fibre One and Nature Valley brands.
Fibre One is launching two new variants for its Cake Bars range; Triple Choc and Carrot Cake. Both skus are available now in boxes of four (rrp £2.89) and each 25g bar contains just 90 calories.
The Fibre One brand will return to TV in September with a £700K campaign, followed by support for the Cake Bar platform at a later date.
This September, Nature Valley is expanding its Nut Butter selection with two new singles; Peanut Butter Bar and Peanut Butter Cup (rrp 85p). The brand is also getting new packs of Cocoa Hazelnut Oat Bars and Nut Butter Cups in Peanut Chocolate and Almond flavours (All rrp £2.89 and sold in 4x35g packs).
Nature Valley’s Nut Butter range will be backed with an £800k TV push in the autumn, running for five weeks from October 25.
Arjoon Bose, head of snacking for brand owner 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.
“With our UK house penetration now reaching 6.9m – up 12.1% on last year – both have become household brands, reaching the equivalent of all the homes in London. We are excited to continue building on our success with further NPD and Fibre One will also be hitting TV screens from September.”
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