Cereal bar brand Nature Valley has expanded its portfolio with bagged bite-sized ‘grazing’ products.

The Crunchy Bites line is being rolled out now in resealable 126g bags in two oat-based variants – honey and chocolate (rsp: £1.99). The bite-sized pieces of cereal offered consumers the flexibility to have “as much as they want, when they want”, said brand owner General Mills. The launch was based on research that revealed consumers enjoyed cereal bars as a snack but sometimes didn’t want to eat a whole bar in one go, said marketing manager Paul White.

The brand teamed up with Typhoo earlier this year to launch an on-pack promotion that offered free tea bags, to tap into a “huge opportunity” around tea breaks. General Mills cited Kantar research that showed 81% of cereal bars were consumed with a drink.