April 20, 2011, 11:08 am

Nature Valley, has launched a brand-new Ginger Nut variety, to draw attention to the brand in the healthier biscuits category and encourage new consumers to trial.

Ginger Nut is now replacing Roasted Almond across the entire Nature Valley Crunchy range, including variety packs.

The rationale behind the replacement is that ginger is a distinct ingredient that consumers instantly recognise, and new flavour launches can often help to shake up the category and encourage shoppers to try something new.

Andy Foweather, Sales Director at General Mills UK, said:

“Ginger Nut is a delicious new flavour and an ingredient that people can really taste, and as a result we have decided to replace our Roasted Almond variety across the board.

“New flavours are key to driving trial in the healthier biscuits category, and we are confident that Ginger Nut will prove a real hit with consumers and continue to help Nature Valley achieve the great sales figures we have seen in recent months.”

Nature Valley is currently the UK’s No. 1 crunchy snack bar, with a value of £22.8 million and a growth rate of 41.5%, 58% of which is incremental to the category.


The new ginger nuts will be combined with granola to make the snack bars

The brand has also seen a further 215,000 shoppers added to the category in the last year.


Within the portfolio, the Nature Valley Crunchy range is worth more than £19.7m and is growing at a rate of 32.9%.

Nature Valley has a strong track record in NPD –TrailMix, which was added to the Nature Valley brand portfolio in 2009, has already achieved sales of £3m and was the second-largest NPD launch in the category in 2009.

This year, along with Ginger Nut, the brand has launched Crunchy & More, filling a gap in the marketplace for a healthier biscuit that is crunchy and has pieces.

General Mills backed Nature Valley’s growth in 2010 with a £4m marketing campaign to help drive incremental sales, including a television advertising campaign.

Support is set to continue, increasing to £5 million this year, and this will include TV, brand-new outdoor media activity and sampling.

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