General Mills has appointed UK-based Red Star Brands as its agency sales and marketing partner to support the expansion of its snack bar brands, including Nature Valley and Lärabar.
Red Star Brands will on work on the distribution of the two brands within the out-of-home (OOH) sector, including foodservice, convenience and forecourt, with a focus on building single bar sales.
General Mills highlighted that Nature Valley and Lärabar have grown value sales by £6.8m in the last year with the company aiming to satisfy growing consumer demand for on-the-go snacking.
Red Star has a proven track record in launching innovative brands to the UK market. Its Managing Director, Clark McIlroy said: “We’re delighted to be appointed as an agency partner to support the distribution of two extremely successful and established brands in the UK.
“The move to focus on single bar sales supports the consumer shift for on-the-go, healthier, impulse snacking as shoppers look for brands with more functional benefits that still satisfy taste. General Mills is one of the oldest and most successful food producers and distributors in the world, representing many of the UK’s best loved brands. It’s a great privilege to be working with them.”
Lärabar was introduced to the UK market two years ago with three flavour SKUs now stocked in major supermarkets. Nature Valley, which claims to be the number one cereal bar in the UK and Ireland, is sold by the mults across the UK.
General Mills’ Clare Ryal, head of Convenience and OOH Sector said: “Working with Red Star Brands will ensure that Nature Valley and Lärabar are more accessible to customers across the out-of-home and convenience channels.
“As the UK sets to reopen in early 2021, and footfall in towns and cities returns to growth, we’re poised to continue to offer consumers healthy on the go snacking that delivers on functionality as well as taste. The team at Red Star understand this market and we are looking forward to the partnership as we move into 2021.”
