Nature Valley Soft Baked Protein Bars

Source: General Mills

General Mills has announced the launch of new Nature Valley Protein Soft Bakes.

Available from January 2021, the product comes in two variants, Oats & Honey and Blueberry & Almond. Nature Valley Protein Soft Bakes will be available in 4 x multipacks at £2.89 RRP and singles at £0.89 RRP.

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.

Marketing manager of snacking at General Mills Adrienne Burke 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, 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.”