Nature Valley Boosts Healthier Biscuits Category with New Protein Bar

A32598_NV_Peanut-&-Chocolate_3DNature Valley, one of the nation’s most popular cereal bars, is unlocking a huge sales opportunity for retailers with the launch of a new on-trend range of protein bars. New Nature Valley Protein fills a current untapped gap in the market for a mainstream cereal bar range with the added benefit of protein and is set to drive incremental value in the snacking category.

Available from 5th January 2015, New Nature Valley Protein boasts a combination of delicious ingredients like nuts & seeds. Each bar contains 15% (8g) of daily protein needs and 30% less sugar than average adult cereal bars sold in the UK .

Following a successful launch of the range in the US and Canada, New Nature Valley Protein is a key part of the brand’s growth strategy and will create a new snacking occasion for consumers who want a great tasting on-trend protein packed snack for when hunger strikes. The launch will be supported by a heavyweight shopper marketing campaign comprising digital, sampling and price promotions to drive awareness and trial.

A32598_NV_Roasted-Peanut-with-Pumpkin-&-Sunflower-Seeds_3DPaul White, Marketing Manager for Nature Valley, comments: “We know shoppers are actively looking for nutritious snacks that also taste great. Innovation is crucial to driving growth in the category and our strategy is to continue to deliver exciting, unique products which really answer consumers’ needs.

“With snacking on the rise and increased consumer demand for protein-based products, Nature Valley Protein is set to be a huge hit and we would encourage retailers to stock up ahead of demand.”

New Nature Valley Protein bars are available in two flavours – Peanut & Chocolate and Peanut, Pumpkin & Sunflower Seeds with an RRP of £2.89 (69p singles).

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