Halo Foods is relaunching its range of Fruitus bars with a new recipe and packaging design in response to a growing demand amongst 16-34 year olds for healthier, on-the-go cereal bar options.

Available in three flavours – Apricot, Raspberry and Mixed Berry – the bars are made with 100% natural ingredients and no added sugar. The recipe combines real fruit - contributing towards one of your 5-a-day - with gluten-free oat flakes, cereal and seeds, to keep consumers fuller for longer. With 39% of shoppers already seeing cereal bars as a healthy snack, Fruitus bars are expected to drive further growth within the cereal bar category, which is currently worth £396m.

Boasting over 20% oats and real fruit, the new recipe is dairy and gluten-free. Latest research shows that more than 25% of households are buying free-from, not only due to allergies and intolerances, but as a lifestyle choice. The brand said the free-from market – currently worth £400m - is expected to exceed £500m by 2019.

Halo Foods brand marketing manager Jodie Cavaye said: “With a consumer trend towards healthier lifestyles more people are looking for quick but healthy snacking options. With 56% of cereal bars eaten at breakfast time, Fruitus is the perfect solution, delivering on both taste and satiety with its natural fruit and oat ingredients.”

The accessible price point of the Fruitus breakfast bars and the increase in its healthy snack credentials will also appeal to retailers who want to stock the range as a till-point snack or make up part of a lunch or breakfast meal deal.

The cereal bars are available as a counter display unit (24x35g, rrp 79p per 35g) or in shelf-ready packaging (12 x 4x35g, rrp £1.99 for 4x35g)