General Mills gets cracking with new snacking products

General Mills Fibre One Cake Bar

General Mills has unveiled new lines across both its Fibre One and Nature Valley brands.

Cake Bars have been added to Fibre One’s guilt-free snacking range in two flavours: Triple Choc and Carrot Cake, both available now in boxes of 4 x 25g with an RSP of £2.89.

The Triple Choc variant layers soft cake, a smooth creamy filling and a rich dark topping with sprinkles. The Carrot Cake has a layer of subtly spiced cake, sweet cream cheese flavour filling, icing and a sprinkle of chopped nuts. Both products honour the Fibre One USP with 90 calories per bar, while each also contains at least 30% more fibre, 30% less fat and 30% less sugar than the average UK cake bar.

Fibre One returns to TV in September with a £700k campaign, followed by support for the Cake Bar platform later in the year. Further NPD in the form of Fibre One Popcorn Bars also debuts next month.

The Nature Valley brand also sees a flurry of activity of September as it extends its Nut Butter range with the launch of Nut Butter Biscuits Cocoa Hazelnut. This consists of wholegrain biscuits with a filling of real cocoa and hazelnut butter, without artificial colours, preservatives or flavours.

Two Nut Butter Cups will also launch, bringing brand new formats to the Nut Butter platform and into the category. These will comprise of wholegrain crunchy oat cups filled with either real peanut or almond butter, topped with nuts and dipped in chocolate (RSP £2.89).

Answering consumer demand for permissible indulgence, this launch is targeted towards the late afternoon or evening treat occasion.

Keeping convenience also firmly in mind, from October, Peanut Nut Butter Biscuit and Peanut Nut Butter Cup will be available in singles (RSP 85p).

The Nut Butter platform will be supported by a £800k TV campaign that runs for five weeks from October 25.