McVitie’s has added a granola bar to its McV a:m range of breakfast products.

Granola bars are already a success in the US and are said to offer an incremental sales opportunity and higher price points to drive category value.

The McV a:m Granola Bar is made up of whole nuts, fruits, grains and sunflower seeds, blended together with syrup.

Available in an almond, raisin and cranberry flavour, the 36g impulse bar has a rrp of 39p, and will benefit from a £6m marketing campaign to the support McV a:m and Go Ahead brands.

The McV a:m brand has achieved £12m sales in nine months.

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