Nature Valley intends to accelerate further growth within the healthier biscuits category as it introduces a new and improved protein bar range. The snack bar brand is also announcing its partnership with the Lawn Tennis Association (LTA) as the official snack bar of British tennis.

Available to convenience retailers in 85p PMP (RRP) and non-PMP 40g single bars, the new Nature Valley Protein range comes in two flavours: Peanut & Chocolate which is launched this month and a Salted Caramel Nut variant available from September. Each bar is now 40g (increased from 30g) and contains 20% (10g) of daily protein needs, while containing 50% less sugar than average adult cereal bars sold in the UK. The snack combines wholesome natural peanuts and chocolate or salted caramel, and now comes with the additional gluten-free benefit which is clearly highlighted front-of-pack.

Arjoon Bose, marketing manager for snacking at General Mills (UK & Northern Europe), says: “The ‘Healthier Biscuits’ category continues to flourish as more consumers focus on balanced lifestyles and seek alternative snack options. To stand out among competitors in this sector, it’s essential that we continue improving our products to give consumers what they’re looking for, and our protein range is the perfect example of this.

“We are proud to come on board as the snack bar of choice of British Tennis, who share our love for getting outdoors and being active. With the appetite for great-tasting protein products on the rise, Tennis, as a sport, is the perfect platform for us to reach thousands of new and engaged consumers during the much celebrated British grass court tennis season and beyond.

“Our aim is to have a Nature Valley bar in every tennis kit in Britain and we’re confident that these two protein SKUs will be instrumental in delivering incremental sales to retailers throughout 2016. Available as price-marked packs, the single bars are perfect for convenience retailers to target the top-up shop mission and offer loyal consumers great value for their money.”

The brand’s partnership with the LTA is being supported with a 360° campaign including: mass sampling of Nature Valley bars at a portfolio of British Tennis events including the prestigious Aegon Championships, social media activity, plus in-store shopper activation.

Nature Valley Protein is also available in multipacks of four individually wrapped bars (RRP: £2.89).