Nature Valley from General Mills, the UK’s #1 cereal bar brand[1], is bringing its new ‘real food’ Full Mix bars to the UK market, after the NPD saw a hugely successful US launch last year. The bars will be available in Morrisons from 26th July, followed by Tesco, Sainsbury’s, and Co-Op from August in multipack format.

The bars are a premium and unique product to the Nature Valley range with a multi-texture, multi-flavour experience and come in two tasty variants – Peanut Butter & Blueberry and Peanut Butter & Cranberry. Packed with berries, seeds, peanuts, wholegrain oats and peanut butter, high in fibre and a source of protein, they’re a Full Mix of textures and taste that consumers can feel good about, with sales expected to be 34%[2] incremental to the category.

Despite a tough year for the snacking category, Nature Valley bucked the trend with 12 months of uninterrupted value share growth2. The brand also reached a £55+ million3 value and has seen 18%4 penetration into UK households, with 60% repeating their purchase.

Once Nature Valley Full Mix hits the shelves, a £1.5million marketing campaign will go live across TV and Video-On-Demand (VOD), social and digital. Activity will be further amplified through sampling, and shopper activation to educate shoppers about this new offering.

Roisin Witort, Marketing Manager for Snacking at General Mills, said: “Here at Nature Valley, we’re all about identifying and satisfying unmet consumer needs and we really believe this innovation will hit the nail on the head with consumers looking for a truly indulgent, yet wholesome snack with a full variety of tastes and textures in one bar.”

“Nature Valley Full Mix is perfect for anyone looking for low processed food with real ingredients they can see and trust, with our market research showing that 69%[3] of shoppers would buy again.”

[1] Nielsen Period: 52 Weeks ending April 2021

[2] Nielsen quick predict feb 2020/ au 2020

[3] Nielsen quick predict feb 2020/ au 2020

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