The UK’s #3 snack bar brand[1], Fibre One 90 calorie from General Mills, is helping shoppers start 2022 as they mean to go on with a new guilt-free yet deliciously indulgent addition to its category-leading range – Strawberry Cheesecake Cake Bar.

Decadent and moreish, the Fibre One 90 calorie treat is made with with a layer of soft cake, strawberry flavour filling and a cream cheese flavour coating, all topped with crunchy sprinkles. It will launch exclusively in Morrisons from 17th January 2022 for six months, with plans to roll out nationally from July 2022.

As the top performer in Fibre One’s US portfolio, the brand is confident the Strawberry Cheesecake Cake Bar will be a fan favourite with UK shoppers too. A flavour that’s bang on trend, with ‘cheesecake’ Britain’s favourite cake[2], the snack is also high in fibre but low in sugar.

Gerry Roads, Marketing Manager for Snacking at General Mills, said: “With cravings one of the primary reasons why people give up on their new year lifestyle changes, at Fibre One we are on a mission to make sure that weight managers can have their cake and eat it! Our new Strawberry Cheesecake Cake Bar is the perfect for satisfying a sweet tooth, without the guilt.”

The weight management snacks category is now valued at £120.7m[3]. Fibre One is a significant contributor to growth at +£6.5million[4], and is delivering an impressive £4.2million over the last 12 weeks[5].

Fibre One Strawberry Cheesecake Cake Bar MRRSP – £2.89 (4x25g).

[1] AC Nielsen Total coverage Latest 52 weeks to 1 May 2021

[2] National Cake Day Poll. No 2020

[3] Nielsen, Total Coverage including Discounters, MAT to 31.07.2021

[4] Nielsen Total coverage Latest 52 weeks to 1 May 2021

[5] Nielsen Total coverage Latest 12 weeks WE 2.10.21

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