General Mills looks to expand category with launch

General Mills looks to expand category with launch

General Mills is launching a line of Nature Valley granola bars in the UK this month.

The Sweet & Nutty product in two flavours - peanut and almond. The launch will be supported by a GBP3m (US$4.8m) consumer awareness campaign, including TV, digital, POS support and couponing.

The company said it hopes the launch will broaden the category's appeal and deliver incremental sales growth. According to General Mills, what sets Sweet & Nutty apart is its distinctive taste profile - which should drive loyalty. However, if the company is to bring new customers to the category it will need to drive trial purchases and this is where the effectiveness of General Mills' marketing will be key.

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Go nuts for Nature Valley's new sweet and nutty bars

Nature Valley, one of the nation's most popular cereal bars, is launching a 'nuttylicious' new range in November in a bid to open up the brand to a wider group of shoppers. Set to drive growth into the category, Nature Valley Sweet & Nutty is an irresistible snack available in two flavours: Peanut and Almond.

Sweet & Nutty offers the perfect treat with its irresistible taste, using a delicious combination of crunchy nuts and toasted oats on a smooth layer of nuttiness for a chewy, yet crunchy bite. The brand is engaging with consumers through facebook and by inviting them to take the 'Sweet & Nutty taste test' at, using a unique Nature Valley barometer to rate their opinion of the new range.

With a significant £3m investment supporting the launch, the brand is going to be focusing on driving consumer awareness. Led by a dedicated TV advert and extensive sampling programme, the campaign will also include couponing, standout POS, PR and digital activity.

Neil Barker, Sales Director UK & Ireland at General Mills, comments:

"What really sets Sweet & Nutty apart is its unique combination of flavours and textures. We know from the success of the products in international markets that the taste is key in bringing new shoppers to the category. In Canada for example, Sweet & Salty, the Canadian equivalent of Sweet & Nutty, is the largest variant and number one in terms of loyalty in the Canadian granola bar category and we expect the launch here in the UK to be just as popular.

"We're keen to work closely with retailers to bring this launch to life and we hope they'll take advantage of the increased consumer awareness and fantastic POS available."

Original source: General Mills