Nature Valley has launched a new Oats & Chocolate SKU into its Crunchy & More Granola Bar range, after identifying a gap in the market within healthier biscuits featuring chocolate.
The Nature Valley Crunchy & More range is already performing well, with 70% of sales incremental to the category and delivering £765k2 value since its launch.
Healthier biscuit bars containing chocolate contribute nearly a third (29.8%) of value sales share and it is an important flavour for performance of established brands in the category.
Therefore, the new SKU with its wholegrain oats and chocolate pieces is expected to deliver further sales growth and drive consumer interest for the brand.
To increase shopper awareness of the Nature Valley brand, sales teams will be calling on over 4500 independent retailers, following a similar and successful distribution drive in June.
Starting this month, the teams will focus on the best seller Crunchy Oats & Honey and the new Crunchy & More Oats & Chocolate SKUs as these are key for the impulse channel.
The activity will be supported through POS, including shelf barkers, hook over units and counter top units to help gain secondary siting and display features, encouraging purchase.
The launch comes at a time when Nature Valley is investing nearly £2million behind its new, ‘Straight from Nature Valley’ campaign, meaning the brand will be top of mind when consumers enter stores.
Ed Culf, Marketing Director at General Mills UK, said:
“Our Crunchy & More range is hugely popular and therefore it made perfect sense to extend it.
“With chocolate healthier biscuit bars accounting for nearly a third of the category, there is a clear sales opportunity and we wanted to ensure we are getting behind it.
“We are confident that our new Oats & Chocolate SKU will prove a hit with consumers, as research showed that consumers had a strong liking of the flavour and it will be supported by POS.”
The new Crunchy & More Oats & Chocolate SKU is available in a five bar multi-pack for RRP £2.39 or RRP 55p for single bars. The Nature Valley range is performing strongly and is worth over £26m and in 32.1% growth.