General Mills has extended its Nature Valley Crunchy & More bar range with the launch of an Oats & Chocolate bar, made with wholegrain oats and chocolate pieces.

The company said it had identified a gap in the market within the healthier biscuits sector for bars with chocolate in and expects the product to deliver sales growth.

General Mills UK marketing director, Ed Culf, said: “Our Crunchy & More range is hugely popular and therefore it made perfect sense to extend it.

“With chocolate healthier biscuit bars accounting for nearly a third of the category, there is a clear sales opportunity and we wanted to ensure we are getting behind it.” The company said the product will be supported by point of sale activity.

The new Crunchy & More Oats & Chocolate SKU is available in a five bar multi-pack for RRP GBP2.39 (US$3.71) or RRP GBP0.55 for single bars. The company says the Nature Valley range is performing “strongly” and is worth over GBP26m.