Nature Valley adds new Roasted Almond to line-up

On shelf in September, Roasted Almond is the latest flavour to join the Nature Valley Crunchy Granola Bar range.

A delicious combination of rolled oats and roasted almonds which is baked to perfection, Nature Valley Roasted Almond is aimed at consumers looking for a great tasting, healthier snack bar with a nut-based flavour.

Ed Culf, Marketing Director of General Mills UK, says, “Our consumer insight programme tells us that whole foods such as nuts are high on the agenda for an increasing number of people looking to supplement their diet. This new flavour will broaden the consumer appeal of the brand and drive incremental category growth as it will attract shoppers looking for a healthier snack bar with a nut based flavour.”

According to Culf there are other trade benefits. “New flavours are a key driver of trial of products in the healthy snack bar category. Our research indicates that shoppers find new flavours hugely motivating.

“We are excited about the prospects of Roasted Almond. It complements the existing Nature Valley range perfectly and it has performed incredibly well in research. In fact, in pre-launch tests purchase intent amongst consumers was as strong for Roasted Almond as it was for Oats ‘N Honey, the brand’s best selling flavour.”

The newcomer will benefit from a heavyweight marketing investment of £4 million for the Nature Valley brand.

The next instalment of this support package comes in the form of national TV advertising for the brand – on air in October.

Nature Valley Roasted Almond will get a helping hand in-store too, thanks to new point-of-sale material which will raise awareness of the new product.

Nature Valley continues to perform extremely well – generating £8.6 million annually.

Not only that but it brings new shoppers to the healthier snack bar category: 59% of brand purchases are incremental.