Nature Valley is set to accelerate further growth within the Healthier Biscuits category as it introduces a new and improved Protein bar range.

The brand has also announced its partnership with the Lawn Tennis Association (LTA) as the official snack bar of British Tennis.

Available to convenience retailers in 85p PMP (RRP) and non-PMP 40g single bars, the new Nature Valley Protein range comes in two flavours; Peanut & Chocolate and Salted Caramel Nut.

Each bar is now 40g (increased from 30g) and contains 20% (10g) of daily protein needs, while containing 50% less sugar than average adult cereal bars sold in the UK. This snack now comes with the additional gluten-free benefit which is highlighted front-of-pack.

Arjoon Bose, marketing manager for snacking at General Mills (UK & Northern Europe) said: “The ‘Healthier Biscuits’ category continues to flourish as more and more consumers focus on balanced lifestyles and seek alternative snack options. To stand out amongst competitors in this sector, it’s essential that we continue improving our products to give consumers what they’re looking for, and our Protein range is the perfect example of this.”

The brand’s partnership with the LTA is being supported with a 360° campaign including: mass sampling at a portfolio of British Tennis events including the highly prestigious Aegon Championships, social media activity, plus in-store shopper activation.

Worth £6.4m (Nielsen ScanTrack, MAT 21.05.16, Total Market value) in retail sales value, Nature Valley™ Protein is also available in multipacks of four individually wrapped bars (RRP £2.89).