Nature Valley boosts portfolio with protein soft bakes Print
14th December 2020
Cereal bar brand Nature Valley has expanded its portfolio with the addition of Nature Valley Protein Soft Bakes.
The variant will be available from January is two flavours – Oats & Honey and Blueberry & Almond – in single packs (89p) and packs of four (£2.89).
The brand said the bars contain 8.4g of protein and offer a “deliciously chewy and satisfying eat, either at-home or on-the-go”.
It said 38% consumers who eat cereal bars for breakfast are looking for products with added protein.
The launch will be supported by a £1m investment as part of a wider “Get Out More” campaign.
Each bar contains 21.4g protein
General Mills is claiming a UK first with the launch of a new soft bake protein bar under its Nature Valley brand.
The fmcg giant has created a duo of bars aimed squarely at the “busy breakfast moment”.
They will launch in two flavours – Oats & Honey and Blueberry & Almond – with each 38g bar containing 8.4g protein.
The soft bake bars are made with wholegrain oats and barley, said General Mills, and were “packed with fibre”, offering 8.9g per bar.
It claims the NPD is the first soft bake product to hit the market designed especially with protein content in mind. Rival Belvita Soft Bakes, for instance, contains up to 5.9g protein and 7.5g fibre per 100g.