Nature Valley, the number one cereal bar in the UK market[1], has launched a new variant of its popular Nut Butter Cups – available within grocery this month. Perfect for a moment of permissible indulgence, the Nut Butter Cups work as an afternoon treat or a decadent evening snack.

A change from the traditional bar format seen in the snacking category, these handy treats are created with wholegrain cups, luscious chocolate pieces and a smooth real nut butter filling. With 5.5m consumers buying Nature Valley snacks[2], the proven popular flavour aims to continue the brand’s success as a go-to snack option.

Nut Butter Cups currently have a 2.2% penetration, boasting 1.8m buyers and a 40% repeat purchase rate[3]. The cups are high in fibre and free from artificial colours and preservatives and suitable for vegetarians, making these a retailer must stock.

Kat Jones, Marketing Manager for Nature Valley, said: “We’re seeing the snacking landscape evolve, more so now than ever. Our Nut Butter Cups come in handy snacking sizes and are ideal for consumers on the go. Retailers who don’t stock our Nut Butter cups are missing a trick – they capitalise on the current nut butter trend, which we know is incredibly popular, as well as insight that consumers love the crunch and taste of a cookie[4]. It’s the best of both worlds.

“Every bite of our Nature Valley Nut Butter Cocoa & Hazelnut cups is worth savouring and they’re perfect for bringing a little moment of decadence to your day! Our cups went through texture, filling and flavour delivery benchmarking to ensure they’re of the best quality indulgence.”

The launch will be supported by social and digital radio advertising, along with in-store support.

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