General Mills has brought together 11 of the UK’s top convenience retailers to help raise awareness of the importance of the Better for You Snacking category in the channel and has invested in its field sales team. Each of the retailers has committed to work alongside General Mills to demystify the category that is seeing 8.5% growth.

GM has three major brands within Better for You Snacking: Nature Valley, Fibre One and Larabar. Starting from 2nd September, the new 30 strong field sales team aims to make thousands of calls to stores across the country to offer tailored merchandising, PoS, category advice and trend insight. The retailers have rhad their fixtures relayed to trial the General Mills category advice.

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