Red Star Brands appointed by General Mills to support snacking favourites

Global food producer and distributor General Mills has appointed UK-based Red Star Brands as its agency sales and marketing partner, to support healthier snack bar brands including Nature Valley and Lärabar.

Red Star Brands, which has a proven track record in launching innovative brands to the UK market, has been chosen to support the distribution of the two brands within the Out Of Home sector including Foodservice, Convenience and Forecourt, with a focus on building single bar sales.

General Mills brands including Nature Valley and Lärabar have grown value sales by £6.8m in the last year.* “The work that Red Star Brands will carry out for General Mills is focussed on driving single sale purchases of two of its snacking bar choices, Nature Valley and Lärabar, particularly in the convenience and Out of Home sector," said Red Star’s managing director, Clark McIlroy. “We’re delighted to be appointed as an agency partner to support the distribution of two extremely successful and established brands in the UK.

“The move to focus on single bar sales supports the consumer shift for on the go, healthier, impulse snacking as shoppers look for brands with more functional benefits that still satisfy taste," he continued. "General Mills is one of the oldest and most successful food producers and distributors in the world, representing many of the UK’s best loved brands. It’s a great privilege to be working with them.”

Lärabar was founded by Denver-born entrepreneur Lara Merriken and introduced to the UK market two years ago. There are now three flavour SKUs in the range, including Banana Choc Chip, Apple Cinnamon and Peanut Butter Choc Chip, which are stocked in major British supermarkets.

Launched in 2005, Nature Valley is the number one cereal bar in the UK and Ireland, offering four flavour SKUs across Protein, Crunchy, Sweet & Nutty and Popcorn – all available in major Mults across the UK.

General Mills’ Clare Ryal, head of Convenience and OOH Sector said, “Working with Red Star Brands will ensure that Nature Valley and Lärabar are more accessible to customers across the Out of Home and Convenience channels. As the UK sets to reopen in early 2021, and footfall in towns and cities returns to growth, we’re poised to continue to offer consumers healthy on the go snacking that delivers on functionality as well as taste. The team at Red Star understand this market and we are looking forward to the partnership as we move into 2021.”

*Source: Nielsen – Total Cereal Bars – Total UK excl discounters – YTD ending 25th Jul 2020