UK: General Mills adds to Fibre One and Nature Valley brand lines

General Mills, the leading US food producer, has launched new lines for its Fibre One and Nature Valley portfolios in the UK.

From this September, Fibre One will be extended to include 90 calorie cake bars in Triple Choc and Carrot Cake flavours, each available in boxes of 4 x 25g at an RRP of £2.89 ($3.68). The triple choc variant features soft cake with smooth filling and a dark topping with sprinkles, while the carrot cake is said to have a layer of spiced cake, sweet cream cheese, icing and a sprinkle of chopped nuts.

For its Nature Valley brand, meanwhile, General Mills has unveiled Nut Butter Cups as well as a new Cocoa Hazelnut flavour of its Nut Butter Biscuits, retailing at £2.89 ($3.68). Designed to be a late afternoon or evening treat, Nut Butter Cups consist of wholegrain oat cups filled with peanut or almond butter, topped with nuts and dipped in chocolate.

Commenting on the launch, General Mills UK & Ireland head of snacking Arjoon Bose said: “The snacking division at General Mills has had a bumper year as we have exponentially grown both our Fibre One and Nature Valley brands. We have strategically realigned the platforms, introducing Popcorn Bars to the diet management portfolio of Fibre One, while innovating within our long-established Nature Valley platform with Nut Butter and more NPD to come”.

Source: General Mills (via Grocery Trader)