The luxury cereal bar market is currently worth £27.6m and Jordans Cereals accounts for £1.2m of the total segment value, with a 4.5% share of the market.
Th new Luxury Absolute Berry Bars are a combination of fruit – cranberries, strawberries and blackcurrants – and wholegrain oats.
Capitalising on the growth of its Luxury Absolute Nut Bars, Jordans Cereals will be launching new Luxury Absolute Berry Bars this Spring, driving innovation in the cereal snack aisle.
Anticipated to become one of the brand’s best sellers, the new variant aims to fill multiple eating occasions and act as a replacement for breakfast, mid-morning / mid-afternoon and on the go snacking.
Available in 3 x 45g bars pack format at an RRP of £2.19, from Waitrose, Tesco and Sainsbury stores nationwide, the range is aimed at consumers who are looking for a tasty, premium, wholesome snack.
Marcus Blowers, Category Manager, said:
“Luxury Absolute Nut Bars have been a great success and are now worth £1.2m, with 5.8% value growth over the last year.
“Consumer and category insight show consumers are generally either fruit or nut fans.
“The launch of new Luxury Absolute Berry Bars, along with our successful Luxury Absolute Nut Bars, will meet this consumer demand, enabling them to enjoy a product that provides deliciousness, convenience and sustainable energy.”
Like the rest of the Jordans range, Luxury Absolute Berry Bars contain wholegrain and no artificial colourings, flavourings, preservatives or GM ingredients.
The oats and barley are grown on British wildlife friendly farms where the farmers dedicate 10% of their land to creating homes for wildlife such as bees, birds and butterflies.
The launch of the new bars will be supported by an integrated digital and PR programme.