Tesco is shaking up the cereal bar market with the launch of a range of five functional cereal bars under the brand name Something Xtra.
Supplied by Multiple Marketing, the company behind the Eat Natural brand, they will be available from Monday exclusively in the healthcare section of selected Tesco stores for three months. After that, Multiple Marketing intends to roll them out to other retailers.
The bars come in green tea & apple, mango & apricot, cranberry & chocolate, mixed berry and banana & chocolate flavours. Each contains ten essential vitamins and iron, plus extracts with a health benefit. They will be sold in single 32g packs and multipacks of three.
The move follows last month’s introduction of Ryvita Goodness bars and additional Go ahead! cereal bars by United Biscuits.