Fibre One from General Mills, the UK’s biggest contributor to the growth of the weight management snack bar category at +£10.7million[1], is extending its range of cake bars with a new guilt-free yet deliciously indulgent treat – Red Velvet.

Made with layers of light chocolatey cake, smooth creamy filling and delicate icing, topped with Red Velvet crunchy sprinkles, the sumptuous new addition is launching first in Tesco this September, before rolling out nationally in 2020.

The launch follows a £700K summer media campaign, which included TV, VOD and influencer activity, to drive even greater awareness of the flourishing brand.

Having seen phenomenal success (+92% growth) over the past 12 months, Fibre One is now worth an impressive £28.1million[2].

Kat Jones, Marketing Manager, Ice Cream and Snacking at General Mills, said: “35% of Brits claim to be on a diet[3], so there’s a huge audience looking for permissible indulgence. We’re proud of how great tasting our portfolio is while having 30% more fibre, 30% less fat and 30% less sugar than the average cake bar in the UK.[4]

“Red Velvet is a flavour that’s grown in popularity across the world – in fact, it’s the second most searched for cake worldwide[5] – so it made sense for us to bring it into the range. Our target audience of weight managers are seeking variety in their diet, so that watching what they eat doesn’t have to be boring. Adding this new, indulgent flavour gives them more options for a tasty after-dinner treat, or any time they’re craving one, without the guilt. You could say we let people have their cake and eat it!”

Fibre One Red Velvet Cake Bars [25g] are available in 4 packs (RRP: £2.89*).

[1] AC Nielsen L52wks to 29th June 2019. Total Coverage

[2] AC Nielsen L52wks to 29th June 2019. Total Coverage

[3], Healthy Eating Shoppers attitudes to diet, April 2018

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



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