Cereal bar brand Nature Valley has announced the launch of a new snack bar called Oaty & Crispy.
The non-HFSS product comes in two flavours – Honey and Cocoa – and is rolling out in Tesco, Asda and Morrisons from this week, with Sainsbury’s and Waitrose to follow later in the summer.
The NPD is the first to hit the market in Nature Valley’s new look packaging, including a new logo. Along with the makeover, the brand has evolved its positioning from encouraging consumers to get out into nature more, to simply helping families to be ‘equipped for life’.
Across the brand’s full portfolio, the packs have also been made easier to open, with a new compact format for ease of carrying multiple bars at once. The brighter colour palette also aims to ensure the bars can be spotted quickly at the bottom of a school, gym, or work bag.
The Oaty & Crispy range is made with 100% wholegrain oats and contains 30% less sugar than an average breakfast or cereal bar. A research and development process has also ensured a “light, crisp texture”, differentiating it from the brand’s crunchier core range.
The launch will be supported by a shopper marketing campaign throughout June and July, video-on-demand, paid social content, and online video in late summer.
JP Del Carmen, Head of Snacks at General Mills, said: “Cereal bar shoppers are increasingly looking for simple ingredients and lower sugar content while shopping for family snacks. We know parents of young children are also keen to find products that can help make hectic mornings as easy as possible.
“Our new Oaty & Crispy range ticks all the boxes and is set to generate growth by landing that important all-family appeal – especially with our new look, packaging, and marketing campaign to come. It’s a real one snack fits all!”
NAM Implications:
- “Our new Oaty & Crispy range ticks all the boxes”
- If consumers and trade agree…
- …this will be one to watch.
