Permissibly indulgent snack bar brand Fibre One from General Mills has announced it has reduced the sugar content of its best-selling brownie range by a whopping 30%, without compromising on taste. The new brownies will start to roll out and be on shelf in both single and multipack formats from this month.

The recipe renovation comes as consumer demand for reduced sugar snacks increases and will see Fibre One remove approximately195 tonnes of sugar from the range over the next year.

The brand has successfully ensured it still offers a deliciously indulgent product experience, with consumer trials confirming Chocolate Fudge Brownie has the ‘same great taste’. The new recipe has also increased the fibre content of each brownie square to 6.5g.

Back on screens again in January to support the launch, word will continue to spread among Fibre One’s audience via fun social content and attention-grabbing shopper marketing. Not only that, the product’s reduced-sugar credentials will be called out on pack, in a refreshed and contemporary new design.

Already the fastest growing weight management snack bar brand at +38% and biggest contributor to category growth at £2.7m[1], Fibre One’s recipe renovation will support shoppers as they look for permissibly indulgent snack options, and in turn continue to grow the category. 

Adrienne Burke, Marketing Manager, Snacking, said, “We know our Fibre One range is a real lifeline for people watching their weight. The brand has been going from strength to strength – especially over lockdown when demand for guilt-free treats was particularly high.

“Our new recipe will further demonstrate our commitment to meeting the lifestyle and wellness needs of weight managers, by offering low calorie, reduced sugar snacking options that still taste amazing. Why shouldn’t they have what they crave?”

The Fibre One brownie range is available in both grocery and convenience. Retailers are encouraged to stock up now.

[1] Nielsen Total coverage, latest 12 weeks to 25 July

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