Nature Valley hits the spot with new Soft Baked Muffin Bar duo

Nature Valley, the UK’s number one cereal bar brand^[1], has launched its latest range of snacks designed to be enjoyed by the whole family. Super fluffy and light, the new Soft Baked Muffin Bars are available now in Morrison’s and Sainsbury’s, with further grocery listings in Asda and Ocado to follow.

Available in two irresistible flavours, zesty Lemon Poppy Seed, or rich Chocolate Chip, the bars come in packs of four and are individually wrapped for convenient, on-the-go snacking.

With a newly developed pillow-soft texture and baked with whole grain flour, the bars contain a high level of fibre and are made with real chocolate or real lemon juice, perfect for those seeking a delicious and indulgent snack with added benefits.

Cereal bars and biscuits are growing in demand, with £70.2million value sales and an increase of 12% YOY^[2], presenting a new opportunity for exciting innovations and snacking formats. Nature Valley’s latest Soft Baked Muffin Bars are ideal to tap into this, backed by a leading brand in the category.

JP Del Carmen, Head of Snacks at General Mills said: “This is an exciting moment to list Nature Valley. As a leading and trusted brand that is continually pushing and growing the category with new taste innovations, we are always looking to introduce new and delicious snacking options for the whole family.

“With our latest Muffin bars, we hope to deliver a more authentic bakery taste to snacking, enticing people to enjoy a softer and fluffier choice that they can enjoy anytime across the day.”

The Soft Baked Muffin Bars will be supported by a £600K gross media value campaign, including paid social, online video, and VOD, to maximise launch visibility. Purchase will also be encouraged through product sampling later this year to drive fresh engagement within the snacking category.

Nature Valley Soft Baked Muffin Bars RRP: £2.50