General Mills is launching new lines across both its Fibre One and Nature Valley portfolios.
Cake Bars will be added to Fibre One’s guilt-free snacking range in two flavours: Triple Choc and Carrot Cake, each available in boxes of 4x25g (RRP £2.89).
The Fibre One Cake Bars comprise different tasting layers with the Triple Choc variant layering soft cake, a smooth creamy filling and a rich dark topping with sprinkles. The Carrot Cake has a layer of subtly spiced cake, sweet cream cheese flavour filling, icing and a sprinkle of chopped nuts. Both products honour the Fibre One USP with 90 calories per bar, while each also contains at least 30% more fibre, 30% less fat and 30% less sugar than the average cake bar in the UK.
Fibre One will return to TV in September with a £700,000 campaign, followed by support for the Cake Bar platform later in the year.
Nut Butter Biscuits Cocoa Hazelnut will join the two existing variants in Nature Valley’s Nut Butter range, hitting shelves next month. These will consist of wholegrain biscuits with a filling of acocoa and hazelnut butter, without artificial colours, preservatives or flavours – and are intended as a breakfast replacement or morning snack.
Nature Valley will also launch two Nut Butter Cups in September, bringing new formats to the Nut Butter platform and into the category. These will comprise wholegrain crunchy oat cups filled with either real peanut or almond butter, topped with nuts and dipped in chocolate.
The Nut Butter platform will be supported by a £800,000 TV campaign that will run for five weeks from 25 October.
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