With a record quarter of a million people signing up to Veganuary in 2019[1], January 2020 is set to see even more shoppers joining the movement and looking for plant-based products in store.

LÄRABAR™ from General Mills, the original fruit and nut bar that’s vegan, dairy and gluten free, is on a mission to make the month the most enjoyable of the year with its ‘Let’s Make Veganuary Moreish’ campaign.

The campaign will drive demand for the brand’s plant-based snack bars through experiential sampling, social media, e-commerce, PR, shopper marketing and in-store promotion and is expected to reach 15 million people.

Made with no more than six ingredients and containing no added flavours or sugar for a deliciously moreish real food bite, LÄRABAR is also ideal for the UK’s estimated 22 million flexitarians[2] or anyone looking for a tasty snack.

Helene Henderson, New Ventures Brand Manager at General Mills, said: “Making better choices throughout January isn’t always easy – especially with the cold weather and post-Christmas blues.

“That’s why at LÄRABAR we want to make it the most joyful month of the year, and support shoppers in embracing a plant-based lifestyle. January 2020 also marks a year since we launched in the UK, and we’re excited to have reached over £1 million sales since then[3]!”

Retailers are encouraged to stock up on LÄRABAR ahead of Veganuary to meet increased demand.

RRP: £1.19 for a single bar and £2.90 for 3-bar multipack

[1] Veganuary 2019 results

[2] EP Insights

[3] Nielsen Oct 2019

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