General Mills has revamped the Nature Valley Protein bars sold in the UK, adding more protein to the products and converting them to gluten-free.
The protein in a bar has been increased from 30g to 40g. However, General Mills sought to emphasise the bars contain 50% less sugar than “average adult cereal bars” in the country.
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The bars, first launched in the UK in 2015, also have the “new benefit” of being gluten free, the company said.
Arjoon Bose, marketing manager for snacking at General Mills in the UK and northern Europe, added: “The healthier biscuits category continues to flourish as more and more consumers focus on balanced lifestyles and seek alternative snack options. To stand out amongst competitors in this sector, it’s essential that we continue improving our products to give consumers what they’re looking for, and our Protein range is the perfect example of this.”
The bars are sold in multipacks of four at a recommended retail price of GBP2.89 (US$4.17).
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