Permissibly indulgent snack bar brand, Fibre One from General Mills is extending its national range of brownie squares with a new guilt-free treat – Cookies & Cream Drizzle Square. After a very successful six-month grocery exclusive in ASDA, the product is set to roll out in grocery nationally from July.

The square is comprised of chocolate brownie, packed with white choc chips and cookie pieces, and finished with a sweet white chocolate flavoured drizzle. Despite being 85 calories and low in sugar, the sumptuous new high fibre treat still over delivers on taste.

The launch will be supported by a new master brand campaign which includes, instore activations, a new TV advert, social, digital display, and partnership. More details to follow in the coming weeks.

Fibre One is now the third biggest brand in the Cereal Bar category[1]. The brownie range is delivering +22.7[2], and has contributed an impressive £1.3million[3] to the overall category.

Roisin Witort, Marketing Manager for Snacking at General Mills, said: “At Fibre One, we’re out to prove there is such a thing as ‘healthy indulgence’ by taking flavour inspiration from one of the more treat-led brands in the General Mills portfolio – Häagen-Dazs. Cookies & Cream is an iconic, hugely popular flavour, which our audience can now enjoy in a low-calorie, high fibre snack.

“As the third biggest brand in the category, with a growth of £6.5m[4], we’re committed to meeting the needs of those prioritising a balanced lifestyle by offering a wide range of tantalising flavours. The more choice we offer, the more our consumers can have exactly what they crave.”

Fibre One Cookies & Cream Drizzle Square: MRRSP – £2.89 (5x24g) * 

*Pricing remains at Retailer discretion.

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

[2] Nielsen, Total Coverage including Discounters, latest 12 weeks to 29.05.21

[3] Nielsen, Total Coverage including Discounters, latest 12 weeks to 29.05.21

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

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