Fibre One from General Mills is helping shoppers start 2021 as they mean to go on with an exciting new ATL campaign. The fastest-growing weight management snack bar brand[1] will be back on TV screens with a refreshed TVC, whilst also challenging the nation to ‘Take30’ in a new wellbeing initiative.

The first of its kind for the brand, the Take30 Challenge will encourage consumers to take 30 minutes out from their hectic routines to slow down and simplify their lives. This call to action celebrates Fibre One Chocolate Fudge Brownies’ new recipe, which has 30% less sugar but still 100% of the same great taste.

To support the initiative the brand will be engaging its Super Fan community on social media, plus implementing a paid-for social media campaign, whilst shopper activity showcasing the new 30% Less Sugar recipe will go live this month in major supermarkets and selected convenience retailers.

Consumers will also catch the brand back on screen. The bolder and brighter TV advert, which highlights the improved, reduced sugar recipe and eye-catching new packaging, is running now until 3rd February. Sampling through recipe kit company HelloFresh will drive demand for the product by getting it into the hands of 50,000 consumers.

Adrienne Burke, Marketing Manager for Snacking at General Mills, said: “As we continue to balance our busy lives, amidst the pandemic and entering a new year, at Fibre One we recognised that we could all do with a bit of a breather.

“This idea of ‘Take30’ also reflects our exciting new recipe renovation. We are really proud of how we have managed to reduce sugar by 30%, without compromising on taste. This means we’re able to further support our community of weight managers in having exactly what they crave.”

Retailers are encouraged to stock up on Fibre One’s new revamped Brownie range to meet increased demand this month and beyond.

Fibre One Chocolate Fudge Brownie RRP: £2.89

[1] Nielsen, Total Coverage inc Discounters, latest 52 weeks to 21 Nov 20

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