General Mills has extended its Nature Valley snack bar range in the UK with the launch of a chewy alternative.

Nature Valley Chewy Trail Mix is a snack bar with a combination of wholegrain oats, nuts, and fruit pieces, available in Fruit & Nut and Mixed Berry.

The mix will be available in a six-pack multi-pack and an 18-count counter display case for single bars. 

“The GBP113.1m (US$167.4m) snack bar category is broadly represented by two main product formats – chewy and crunchy,” said sales director Andy Foweather. “Chewy is by far the dominant format, accounting for 90% of sales, however growth has slowed in recent years. Crunchy on the other hand has been driving category growth in the last three years.

“Last year, sales of crunchy snack bars increased by 37%. Nature Valley Crunchy Granola was one of the main drivers of this value growth with an increase of 47.8% over the same period.” 

New Nature Valley Chewy Trail Mix will benefit from a GBP4m marketing support package for the whole brand, which is spearheaded by national TV advertising this year.

The launch will be supported by an ongoing consumer PR campaign and nationwide sampling activity.