Nature Valley extends Crunchy & More range

Nature Valley has introduced 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 £765k 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.

To increase shopper awareness of the Nature Valley brand, sales teams will be calling on over 4500 independent retailers, following a similar 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. Ed Culf, marketing director at General Mills UK, says, “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.”

The new Crunchy & More Oats & Chocolate SKU is available in a 5 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.