Nature Valley, the UK’s number one cereal bar brand[1] from General Mills, has announced the launch of an innovative new HFSS-compliant range, Nature Valley Fruit & Nut. The snack bars first launched in Tesco on 27th June, with national distribution to follow.

Nature Valley Fruit & Nut is designed to meet the needs of people who are looking for simple yet delicious snacking options with ingredients that are clearly signposted on pack. The range is made with 100% wholegrain oats, is high in fibre and contains no colours, artificial flavours, or preservatives.

With two tasty variants, Apple, Raisin, Almond & Peanut and Cranberry, Raisin, Almond & Peanut, the flavourful bars come in a pack of four and are versatile enough to be enjoyed at various points throughout the day.

Nature Valley has invested significantly in media to support the launch, including Video-On-Demand (VOD), social, Online-Video (OLV) and influencer activity. Purchase will also be encouraged through product sampling later this year and shopper activity.

Adrienne Burke, Marketing Manager at Nature Valley, said: “As one of the market leading snack bar brands with a loyal customer base, we continue to innovate and renovate, where possible, in response to consumer needs. These innovations are non-HFSS and will continue to build on the choice we offer.

“By creating a totally new proposition outside of our core range, we’re offering our customers products they know and love, as well as driving excitement with new options.”

Nature Valley Fruit & Nut RRP: £2.19 (promo RRP HP)

[1] Nielsen 52 Weeks ending 30th April 2022 | Category: BARS | Market: Total Coverage including Discounters

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