Nature Valley has added a new flavour variant - coconut & almond - to its protein range, linked to its tennis partnership, which includes the support of Britain’s number one female tennis player, Johanna Konta, the brand’s first UK ambassador.
Incorporating two of the most on-trend ingredients, and as voted for by British tennis fans at the 2016 ATP World Tour Finals in London, the new addition to the growing nature Valley portfolio is a gluten-free, chewy bar featuring peanuts, almonds and coconut, dipped in a smooth coconut-flavoured coating.
As part of a £1m investment in the brand, Nature Valley has also launched a new integrated marketing campaign ‘The Court is Yours’, which is designed to leverage its position as the official snack bar brand of the Lawn Tennis Association (LTA) and official partner of the ATP World Tour Finals in London.
The campaign, which will include ATL, social media, OOH, experiential activity, and tailor-made shopper marketing activity at key accounts, has been develop to encourage greater participation in tennis at a grassroots level as the summer tennis season gets into gear.
Arjoon Bose, marketing lead for snacking at brand owner General Mills, said: “We are excited to launch our new coconut & almond flavour to add to our fast-growing protein range, and believe we have chosen an on-trend combination that will prove popular, allowing active people a great-tasting permissible indulgence as well as providing essential energy and nutritional benefits.
“Having been voted for by British tennis fans, and with the backing of a rising star and role model like Johanna Konta, adds advocacy for this product and furthers our commitment to our biggest sporting partnership and wer’e confident this will help drive consumer interest and sales on-shelf.”