Nature Valley, the cereal bar from General Mills, is set to capitalise on the popularity of nut butters with the launch of new Nut Butter, which it claims is the first cereal bar with a filling made with real nut butter.

The new bars are available in Peanut Butter and Almond Butter flavours, and are aimed at on-the-go snacking occasions.

Arjoon Bose, northern Europe lead for the snacking at General Mills, said: “Breakfast time is still the most popular time for cereal bar consumption, accounting for 65% of eating occasions.

“Nature Valley Nut Butter biscuits will help drive purchase frequency and consumption occasions, helping to open-up what we believe is a £10m RSV opportunity over the next three years for the cereal bar category.

“In trials, 90% of consumers agreed that Nature Valley Nut Butter biscuits ‘taste great’, making us confident they’ll appeal to consumers in need of a delicious snack which are ideal for mornings as well as a little indulgence to enjoy towards the end of the day.”