Nature Valley widens range and freshens up

Nature Valley range

Snacking brand Nature Valley has unveiled several new trend-led products alongside a full-range packaging refresh.

The 11-strong Crunchy range gains a new Peanut Butter bar (RRP £2.39). Each pack contains two bars, giving consumers the option of saving one for later.

Joining the existing Peanut variant – the hero SKU of the Sweet & Salty Nut range (previously Sweet & Nutty range) – is the newly-developed Dark Chocolate, Peanut & Almond (RRP £2.39). Meanwhile, the new Salted Caramel, Almond & Pretzel bar (RRP £2.89) joins the on-trend Popcorn range alongside the Peanut & Sunflower Seed variant.

In addition to these NPD launches, the four variants of Sweet and Salty Nut, Popcorn, Protein and Crunchy – once all green – have been repackaged for greater differentiation from each other. Sweet and Salty Nut is now sold in red/brown packaging; Popcorn packaging is pale cream; Crunchy packs are all green; and the Protein range was rebranded as bright yellow in June last year. The new packaging across all four platforms highlights the key brand message that the products contain no artificial colours, flavours or preservatives.

Arjoon Bose, Marketing Lead for Snacking at brand owner General Mills, commented: “In just a couple of years, Nature Valley has gone from offering two platforms to our current four. We believe the ranges offer great taste, while tapping into key snacking and flavour trends. The new products answer the call in the “better for you” snacking category and meet current consumer preferences.

“We have a big support campaign coming later this year, along with the continuation of our British tennis partnership, to continue to drive our growth ambition in this category.”