Leading cereal bar brand Nature Valley has launched its latest range of snacks – Soft Baked Muffin Bars.
Available in two flavours, Lemon Poppy Seed and Chocolate Chip, the bars come in packs of four and are individually wrapped for on-the-go snacking (RRP: £2.50).
They are rolling out in Morrisons and Sainsbury’s, with further listings in Asda and Ocado to follow.
The brand noted that cereal bars and biscuits are growing in demand, with value sales up 12% year-on-year to £70.2m. Nature Valley’s latest Soft Baked Muffin Bars aim to tap into this demand, backed by a leading brand in the category.
JP Del Carmen, Head of Snacks at General Mills, said: “This is an exciting moment to list Nature Valley. As a leading and trusted brand that is continually pushing and growing the category with new taste innovations, we are always looking to introduce new and delicious snacking options for the whole family.
“With our latest Muffin bars, we hope to deliver a more authentic bakery taste to snacking, enticing people to enjoy a softer and fluffier choice that they can enjoy anytime across the day.”
The launch of the Soft Baked Muffin Bars will be supported by a £600,000 media campaign, including paid social, online video, and VOD. Purchase will also be encouraged through product sampling later this year,
