Subscribe now to British Baker
  • Bakery Info
General Mills extends Fibre One and Nature Valley lines

New lines have launched under General Mills’ Fibre One and Nature Valley brands following growth in the company’s snacks division.

Cake Bars have been added to the Fibre One snacking line-up in two flavours: Triple Choc and Carrot Cake. Sold in boxes of 4x25g bars (rrp £2.89), they started rolling out to stores this week.

The Triple Choc variant offers soft cake, a creamy filling and a dark topping with sprinkles; while the Carrot Cake has a layer of subtly spiced cake, sweet cream cheese flavour filling, icing and a sprinkle of chopped nuts. Both contain 90 calories per bar, and at least 30% more fibre, 30% less fat and 30% less sugar than the average cake bar in the UK, said General Mills.

The Nature Valley nut butter range is being expanded with a new format, Nut Butter Cups, from next month. These comprise wholegrain crunchy oat cups filled with either peanut or almond butter, topped with nuts and dipped in chocolate (rrp £2.89).

The launch answers consumer demand for permissible indulgence, according to General Mills, and is designed to offer consumers a treat in late afternoon or the evening. From October, Peanut Nut Butter Biscuit and Peanut Nut Butter Cup will also be available in singles (rrp £0.85).

General Mills said its snacking division has enjoyed strong growth in the past year, with Nature Valley now worth more than £50m.

“We have exponentially grown both our Fibre One and Nature Valley brands,” said Arjoon Bose, head of snacking for General Mills UK & Ireland.

“We have strategically realigned the platforms, introducing Popcorn Bars to the diet management portfolio of Fibre One, while innovating within our long-established Nature Valley platform with Nut Butter and more NPD to come.

“With our UK house penetration now reaching 6.9 million – up 12.1% on last year – both have become household brands, reaching the equivalent of all the homes in London.

Fibre One will be supported with TV marketing from September.


Calendar