The UK’s number one cereal bar brand[1] has announced the launch of a delicious new snack designed to help families across the country start the day the right way. Nature Valley’s Oaty and Crispy, a non-HFSS duo of tasty oat-based cereal bars, will be available in Tesco, Asda and Morrisons from this week, with Sainsbury’s and Waitrose to follow this summer.
The NPD is also the first to hit the market in Nature Valley’s new look packaging, including new logo. Along with the makeover, the brand has evolved its positioning from encouraging consumers to get out into nature more, to simply helping families to be ‘equipped for life’. Across the brand’s full portfolio, the packs have been made easier for little fingers to open, with a new compact format for ease of carrying multiple bars at once. The switched-up, brighter colour palette also ensures the bars can be spotted quickly at the bottom of a school, gym, or work bag.
Tempting tastebuds with both Honey and Cocoa flavours, each bar in the Oaty and Crispy range is made with 100% wholegrain oats and contains 30% less sugar than an average breakfast or cereal bar. An extensive research and development process has also ensured a light, crisp texture, differentiating it from the crunchier core range.
Aimed at the busy morning occasion in particular, Nature Valley Oaty and Crispy are designed for the whole family to enjoy, and consumer testing has proved they do just that, with 79% purchase intent with parents and kids[2]. The new SKUs are therefore set to be highly incremental to the existing Nature Valley range, which has an overall sales value of £61 million[3].
The launch will be supported by a shopper marketing campaign throughout June and July, video-on-demand, paid social content, and online video in late summer.
JP Del Carmen, Head of Snacks at General Mills said: “Cereal bar shoppers are increasingly looking for simple ingredients and lower sugar content while shopping for family snacks. We know parents of young children are also keen to find products that can help make hectic mornings as easy as possible.
“Our new Oaty and Crispy range ticks all the boxes and is set to generate growth by landing that important all-family appeal – especially with our new look, packaging, and marketing campaign to come. It’s a real one snack fits all!”
[1] Nielsen ScanTrack Total Market, Data to: WE 27.05.23 MAT
[2] NielsenIQ BASES, May 2022
[3] Ibid Nielsen ScanTrack Total Market, Data to: WE 27.05.23 MAT
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