Fibre One Secures Further Supermarket Listings

Innovative snacking brand Fibre One has gained further listings for its Salted Caramel variety across the major UK multiples, helping it become the fastest-growing brand in the Diet Management Category.

The trend for healthier snacking has contributed to Fibre One reaching a worth of more than £3.4m RSV, with over £1.2m RSV delivered within one month following January’s effective TTL campaign. Now holding a 16% value share of the total diet management segment, the Salted Caramel Fibre One bar is available in Tesco, Sainsbury’s, Morrisons and Waitrose.

The latest addition to the 90-calorie cake bar range, launched in October, has joined its Chocolate Fudge Brownies and Lemon Drizzle Bars, to create a three-strong portfolio. Fibre One Salted Caramel also taps into the sweet and salty trend and is naturally high in fibre and lower in fat – each contains 5g of fibre and 1.8g of saturated fat.

The new flavour featured in Fibre One’s tongue-in-cheek January TV advertising campaign. The 30-second ad followed a number of women discovering the indulgent diet-friendly bars to the tune of ‘Total Eclipse of the Heart’, originally made famous by Bonnie Tyler. Renamed Turn Around Barbara, the humorous ad featured amended lyrics, which put across the unique and fun ethos of the brand.

Supporting the ATL campaign, sampling activities took place throughout January at Tesco, Asda and Sainsbury’s, as well as at the Bullring and Bluewater shopping centres in Birmingham and Kent and offices up and down the country. More than half a million people were given the chance to taste Fibre One product during this period.

Arjoon Bose, Marketing Manager for Snacking at brand owner General Mills, commented: “Our NPD work on Fibre One reflects the wider industry trend of salted caramel, which continues to grow quickly. We are delighted with our position in the market as of January 2017 and want to drive further growth in this category through listening to consumers and offering them a popular range of flavours that they’ll love.

“We have initiated a real step change in the ‘better for you’ snacking category with our Fibre One brand and the increased listings gained by the newest Salted Caramel is a testament to the range’s popularity among consumers. The brand objective is to enable people to enjoy moments of indulgence in a great-tasting treat, without the associated guilt that often comes when deviating from a diet.

“Our nationwide campaign to promote the new flavour saw hundreds of thousands more people introduced to our brand.”

The range includes three flavour squares – Chocolate Fudge Brownie, Lemon Drizzle Squares and Salted Caramel Squares – with an RRP of £2.89.