The UK’s number one diet management snack brand[1], Fibre One 90 Calorie, has announced a brand-new addition to its range of permissible doughnuts – Banoffee Flavour. Following last year’s top performing launch of Chocolate and Strawberry & Cream Flavour doughnuts, the sweet, crave-able new SKU is available now in major grocers across the UK.
Taking flavour cues from the classic and much-loved treat Banoffee Pie, this dessert-inspired doughnut taps into consumer demand for ‘ultimate indulgence’, offering great flavour, texture and a high fibre content.
The launch will be supported by in-store and online shopper marketing, as well as BVOD and paid social across the summer months.
JP Del Carmen, Head of Snacks at General Mills said: “At Fibre One 90 Calorie, we took permissible indulgence up a notch last year with the launch of Doughnuts. The NPD is still the top performing innovation in the category[2] and we’re looking to double down on this success by extending the range with exciting new flavours.
“With Banoffee Pie a popular, and somewhat nostalgic, dessert[3], it’s the perfect addition – now our consumers can enjoy a flavour they know and love in an easy-to-eat snack. It may well become our most popular Doughnut yet!”
[1] Nielsen ScanTrack Total Market, Data to: WE 29.04.23 MAT
[2] NielsenIQ connect express | grocery multiples | top npds sub-brand level | distribution threshold 1% | 26 weeks from launch | data to we28.01.23
[3] Banoffee pie consumption trends, analysis and statistics 2023 report
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