Nature Valley brings full mix bars to the UK

Nature Valley from General Mills is bringing its new "real food" Full Mix bars to the UK market after the NPD saw a hugely successful US launch last year.

The bars are a premium product unique to the Nature Valley range with a multi-texture, multi-flavour experience and come in two variants – Peanut Butter & Blueberry and Peanut Butter & Cranberry. Packed with berries, seeds, peanuts, wholegrain oats and peanut butter, high in fibre and a source of protein, they’re a "full mix" of textures and taste, with sales expected to be 34 per cent incremental to the category.

Despite a tough year for the snacking category, Nature Valley bucked the trend with 12 months of uninterrupted value share growth. The brand also reached a £55+ million value and has seen 18 per cent penetration into UK households, with 60 per cent repeating their purchase.

Once Nature Valley Full Mix hits the shelves, a £1.5million marketing campaign will go live across TV and Video-On-Demand (VOD), social and digital. Activity will be further amplified through sampling and shopper activation.

“Here at Nature Valley, we’re all about identifying and satisfying unmet consumer needs and we really believe this innovation will hit the nail on the head with consumers looking for a truly indulgent, yet wholesome snack with a full variety of tastes and textures in one bar,” said Roisin Witort, Marketing Manager for Snacking at General Mills.

Nature Valley Full Mix Bar RRSP: £2.89 (promo RRSP £1.50)