Nature Valley is aiming to unlock a huge sales opportunity for retailers with the launch of a new range of protein bars. Nature Valley Protein fills a gap in the market for a mainstream cereal bar range with the added benefit of protein and is set to drive incremental value in the snacking category.

Nature Valley Protein contains 15% (8g) of daily protein needs and 30% less sugar than average adult cereal bars sold in the UK.

Following a launch of the range in the US and Canada, Nature Valley Protein is a key part of the brand’s growth strategy and is intended to create a new snacking occasion for consumers who want a protein-packed snack when hunger strikes. The launch will be supported by a shopper marketing campaign comprising digital, sampling and price promotions to drive awareness and trial.

Paul White, marketing manager for Nature Valley, commented: “We know shoppers are looking for nutritious snacks that also taste great. Innovation is crucial to driving growth in the category and our strategy is to continue to deliver exciting, unique products which really answer consumers’ needs.

“With snacking on the rise and increased consumer demand for protein-based products, Nature Valley Protein is set to be a huge hit and we would encourage retailers to stock up ahead of demand.”

Nature Valley Protein bars are available in two flavours – Peanut & Chocolate and Peanut, Pumpkin & Sunflower Seeds with an RRP of £2.89 (69p singles).

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