Nature Valley Nut Butter Biscuits - Peanut

Nature Valley Nut Butter Biscuits - Peanut

Who: General Mills

What: Nature Valley Nut Butter Biscuits - Peanut

Where: Sweet biscuits

How much: £2.89/4x38g

Why: Nature Valley enjoyed a spectacular 2017. The brand increased its value sales by 12.8% to £44.6m [Nielsen 52 w/e 9 September 2017], making it the leader in the cereal bar category by some considerable distance. In August, it unveiled the Nut Butter Biscuits duo, claiming it was “the first cereal bar with a filling made with real nut butter”. This variant is joined by an almond option.

Consumer verdict: Many of our shoppers thought this a novel offer and praised the “bright, cheerful” packaging. The product itself was polarising across a number of demographics: Northerners were more engaged than Midlanders, the product was most popular with consumers in the C2DE demographic, and young adults enjoyed it more than over-35s. There was praise for the “lovely peanut flavour” and “generous filling”, while criticism included “not a lot of peanut flavour” and “not very healthy”. In spite of maximum points for innovation, the biscuits’ overall score was two points below the category norm.

Pre-trial purchase: 47%

Post-trial purchase: 63%

Better than what’s out there: 64%

New and different: 80%

Overall score: 39/50