Nature Valley is helping retailers to keep their snack bar sales on track with the launch of a new chewy product. Nature Valley Chewy Trail Mix is a delicious combination of wholegrain oats, chunky nuts, and juicy fruit pieces which form a chewy snack bar.
Available in two appetising flavours – Fruit & Nut and Mixed Berry – Nature Valley Chewy Trail Mix will be available in a 6-pack multi-pack and an 18-count counter display case for single bars. The new Nature Valley Chewy Trail Mix packs offer a point of difference from the brand’s crunchy granola range and deliver visual impact on shelf. The eye-catching pack graphics feature outdoor imagery and chunky ingredients which underline the product’s appetite appeal.
Both variants tested well in pre-launch trials, with strong purchase intent amongst consumers (67%) and high rates of repeat purchase anticipated*.
New Nature Valley Chewy Trail Mix will be targeted at consumers who lead a full, happy and balanced life. It will attract people who make healthy choices, but aren’t obsessive so don’t deprive themselves of things that taste great. The product will appeal to people seeking a healthier – yet tasty and satisfying – snack bar, which contains chunky and delicious ingredients.
According to Andy Foweather, the company’s Sales Director: “The £113.1 million** snack bar category is broadly represented by two main product formats – chewy and crunchy. Chewy is by far the dominant format, accounting for 90% of sales**, however growth has slowed in recent years. Crunchy on the other hand has been driving category growth in the last three years.
“Last year, sales of crunchy snack bars increased by 37%**. Nature Valley Crunchy Granola was one of the main drivers of this value growth with an increase of 47.8% over the same period**.”
This success has made Nature Valley the UK’s No 1 crunchy snack bar, now generating annual retail sales of £10.1 million**.
Nature Valley is hoping to mirror this success in the chewy segment through the launch of Trail Mix. Foweather adds: “Consumers are crying out for innovation. Our research indicates that quality NPD always drives new users to the category so the signs are good for Trail Mix***.”
Nature Valley Chewy Trail Mix will benefit from the brand’s overall £4 million marketing support package, which is spearheaded by national TV advertising in 2009.
Bespoke activity for the Nature Valley Chewy Trail Mix variant includes a dedicated tag on the TV advertising campaign to follow later this year. This will be supported by an ongoing consumer PR campaign and nationwide sampling activity – which will see more than half a million Trail Mix bars being sampled to consumers at outdoor events through goody bags and experiential marketing initiatives.
* Source: Conquest Research, 2008
** Source: IRI Grocery Impulse Outlets – Value Sales 52 w/e 21 Feb 2009
*** Source: SPA Aug 2007
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