September 8, 2011, 7:23 am

Nature Valley has announced it has become the official cereal snack bar supplier to the London 2012 Olympic Games and Paralympic Games, as well as to Team GB and Paralympics GB.

This unique sponsorship forms the biggest ever investment for Nature Valley in the UK and aims to boost consumer awareness and deliver increased demand for the brand in-store.

The sponsorship will mean the cereal snack bars will be present for sale at concessions during the Olympic Games and the Paralympic Games, which provides a huge opportunity for driving awareness and penetration of Nature Valley nationwide.

The official London 2012 Supplier logo will also appear on-pack in the coming months, ensuring consumers are fully aware of the brand’s association with the London 2012 Games.

Nature Valley is performing strongly, worth £24.5m in retail sales and in 30.2% growth and the London 2012 sponsorship hopes to ensure that more consumers than ever before are aware of the brand.

There will be an impactful marketing campaign to support the sponsorship, ranging from in-store activation to high profile communications.

Neil Barker, Sales Director UK & Ireland at General Mills, said:

“Having personally experienced the excitement of the Sydney Games in 2000, I know just how big an impact the Olympic Games can have.

“The London 2012 Games are less than a year away now and already there is a huge buzz around the event and a massive sense of anticipation.

“If the brand is not available or visible when shoppers enter the store looking for it, retailers will genuinely be missing out on a fantastic sales opportunity.

“Therefore, it’s really important that we work with retailers to provide advice and offer information regarding efficient merchandising and display techniques and we will be setting up a dedicated support team to achieve this.”

“We want to ensure that we are doing as much as we can to utilise this sponsorship to deliver strong sales for retailers in the lead up to the 2012 Games and afterwards too and we will be developing some exciting plans to engage consumers and shoppers alike, which we will communicate in the coming months.”

Nature Valley will also provide cereal bars to the volunteers and media during the London 2012 Olympic and Paralympic Games and, as part of the agreement, will be sold in concessions at the London 2012 sites nationwide.

This will all help to raise the profile of Nature Valley and drive trial, with research showing that once shoppers have tasted the brand, the intent to buy afterwards is one of the highest in the category.

The current Nature Valley range includes:

Crunchy Granola Bars, RRP £2.39 for a pack of six bars or 55p for single bars of: Ginger Nut Crunch, Oats & Honey and Canadian Maple Syrup (18 bars in an outer), Crunchy & More Granola Bars, RRP £2.39 for a pack of 5 bars

Chewy Trail Mix Granola Bars, RRP £2.39 for a pack of six bars.


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