Nature Valley from General Mills, the UK’s #2 cereal bar brand[1], has announced the launch of NEW Nature Valley Protein Soft Bakes. The first of their kind to hit UK shelves, Oats & Honey and Blueberry & Almond soft bakes will be available in grocery and convenience from January 2021.

A perfect fit for the busy breakfast moment, Protein Soft Bakes offer 8.4g of protein per bar for a deliciously chewy and satisfying eat, either at-home or on-the-go. With 38% of consumers who eat cereal bars for breakfast looking for protein content[2], the soft bakes meet a specific, previously underserved, need.

Not only ideal for upping protein intake, Nature Valley Protein Soft Bakes are made with 100% wholegrain oats and barley and are packed with fibre. These strong nutritional credentials, combined with flavours that appeal to the morning occasion, make the range a must-stock.

The launch of Nature Valley Protein Soft Bakes will be supported with a £1 million investment as part of the 360? ‘Get Out More campaign’. Nature Valley will also be running an activation in March to encourage the nation to switch up their morning by grabbing a Nature Valley Protein Soft Bake and getting outside.

Adrienne Burke, Marketing Manager, Snacking at General Mills, said: “Our new Nature Valley Protein Soft Bakes are the perfect, easy breakfast with an added boost of protein to help shoppers start strong. We know 25% of UK consumers eat cereal bars for morning fuel[3], and are looking for ways to increase their protein intake in the morning too. By offering a breakfast biscuit with high protein content that also delivers on taste, we’re meeting this demand head-on.”

Nature Valley Protein Soft Bakes will be available in 4 x multipacks at £2.89 RRP and singles at £0.89 RRP.

[1] Nielsen – Total UK incl Discounters – full MAT to 24.10.2020

[2] NIELSEN QP & MINDSHARE RECEPTIVITY UK SURVEY N=1500 JULY 2019

[3] NIELSEN QP & MINDSHARE RECEPTIVITY UK SURVEY N=1500 JULY 2019

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