Fibre One from General Mills is giving consumers everywhere a reason to celebrate with the launch of Limited Edition 90 Calorie Birthday Cake Squares in January 2020.

Inspired by the much-loved taste of birthday cake, the super fun addition to the range is made from vanilla cake mixed with sweet drops, all topped off with a delightful frosting drizzle. The pack has also been designed to stand out on shelf, with its party colours, festive confetti design and Limited Edition badge.

Hugely popular in other markets, Fibre One Birthday Cake Squares will launch in the UK after unprecedented consumer demand on social media. The product will be available exclusively in Grocery in ASDA for six months, as well as online through Amazon UK.

In support of the launch and the brand’s ‘permissibly indulgent’ portfolio, Fibre One has planned a strong media schedule for the new-year across TV, social and shopper, with some extra special “surprise & delight” activity for consumers via Twitter and in store.

Kat Jones, Marketing Manager, Ice Cream and Snacking at General Mills, said: “Our new Birthday Cake flavour is bringing the party to the Healthier Biscuits & Bars category. The perfect celebratory treat, the squares not only taste delicious but contain 30% more fibre, 30% less fat and 30% less sugar than the average cake bar in the UK[1].

“It’s really important to us that our target audience feel they can still have fun while watching what they eat, especially when it comes to special occasions!”

Fibre One Birthday Cake Squares’ short but sweet stint on UK shelves will follow a phenomenally successful year for the brand, which is the UK’s biggest contributor to the growth of the weight management snack bar category at +£8 million. Achieving +35% in value sales YOY, Fibre One has now reached an impressive £30.8 million[2].

Fibre One Birthday Cake Squares [24g] are available in five packs [RRP: £2.89*] from the 2nd January 2020 in ASDA and on Amazon UK.

*Pricing at the sole discretion of the retailer

[1] General Mills Claim Research and Substantiation, January 2018

[2] Nielsen L52wks to 23.11.19. Total Coverage

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