General Mills boosts UK snacking growth with new Fibre One cake bars and Nature Valley nut butter biscuits

By Douglas Yu

- Last updated on GMT

Pic: General Mills
Pic: General Mills
General Mills has launched new products under Fibre One and Nature Valley in the UK to give even more impetus to its snacking division, which has seen 35.4% increase in sales in the past year.

The cake bars will be added to Fibre One’s guilt-free snacking range in two flavors: Triple Choc and Carrot Cake.

Each contains only 90 calories and 30% more fiber, 30% less fat and 30% less sugar than other cake bars on the market. RRP is £2.89 ($3.73).

According to General Mills, 65% of healthy biscuit and bars’ consumption takes place before noon, therefore, “Fibre One’s cake bars will tap into a new evening occasion, where consumers are looking for more indulgent options, without compromising their diet,” ​it said in a statement.

Nielsen data showed that the brand, ending June 30, 2018, is worth £17.3m ($22.2m), increasing by 111% from last year.

To support the brand’s continuous growth, General Mills has also invested £700K ($898k) in a TV campaign in that will be aired in September.

Nut butter range doubles penetration

General Mills has also added Biscuits Cocoa Hazelnut to its Nature Valley nut butter range.

The new product consists of wholegrain biscuits with a filling of cocoa and hazelnut butter. The biscuits, which do not contain artificial colors nor flavors, was designed as a breakfast replacement.

The company said the Nature Valley brand continues to show significant growth of 21%.

“Its nut butter platform has doubled in penetration since February, 2018 with sales since its September 2017 launch reaching £2.9m ($3.7m),” ​it said.

Later this year, Nature Valley will add new formats to the nut butter category with the launch of two Nut Butter Cups in September.

These products will comprise of wholegrain cups filled with either peanut or almond butter, topped with nuts and dipped in chocolate. RRP will be £2.89 ($3.71).

Snacking has had ‘bumper year’

Arjoon Bose, who leads General Mills UK & Ireland’s snacking unit, said the company holds a 12.3% share of the region’s cereal bars and healthier biscuits category.

“The snacking division has had a bumper year as we have exponentially grown both our Fibre One and Nature Valley brands,”​ he said.

“We have strategically realigned the platforms, introducing popcorn bars to the ‘Diet Management’ portfolio of Fibre One, while innovating within our long-established Nature Valley platform with nut butter and more NPD to come.

“With our UK house penetration now reaching 6.9 million, up 12.1% from last year, both [Fibre One and Nature Valley] have become household brands, reaching the equivalent of all the homes in London,”​ added Bose.

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