General Mills rolls out Fibre One range with 30% less sugar

General Mills said it has introduced a new recipe for snack bar brand Fibre One, reducing sugar content of its best-selling brownie range by 30 per cent.

The move will see Fibre One removing approximately 195 tonnes of sugar from the range over the next year, the firm added.

“Our new recipe will further demonstrate our commitment to meeting the lifestyle and wellness needs of weight managers, by offering low calorie, reduced sugar snacking options that still taste amazing,” commented Adrienne Burke, marketing manager for snacking at General Mills.

The consumer trials have confirmed the ‘same great taste’ for Chocolate Fudge Brownie after the recipe renovation, the brand said. The new recipe has also increased the fibre content of each brownie square to 6.5g.

Fibre One is the fastest growing weight management snack bar brand at 38 per cent and biggest contributor to category growth at £2.7 million [Nielsen].

The new brownies are available in both single and multipack formats from this month.

The brand will be back on screens again in January to support the launch. The product will also be promoted via social content and shopper marketing.