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.

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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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