General Mills adds bar to Nature Valley

General Mills has launched Nature Valley Chewy Trail Mix.

The bar is a combination of wholegrain oats, chunky nuts, and juicy fruit pieces which form a chewy snack bar. It is available in Fruit Nut and Mixed Berry.

Andy Foweather, sales director for General Mills, said: “The pound;113.1m snack bar category is broadly represented by two main product formats – chewy and crunchy. Chewy is by far the dominant format, accounting for 90% of sales, however growth has slowed in recent years. Crunchy on the other hand has been driving category growth in the last three years.

“Consumers are crying out for innovation. Our research indicates that quality NPD always drives new users to the category so the signs are good for Trail Mix.”

Contact: 01895 201100

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