Kellogg is throwing its Crunchy Nut brand into the cereal bars market for the first time.
The UK’s number three cereal (The Grocer Top Products Survey 2003) will debut on the fixture as Crunchy Nut Bar and features flakes of corn, rice, wheat and hazelnuts with a honey flavour and dipped in a smooth milky layer.
It is just one of three additions to Kellogg’s burgeoning cereal bar range this summer.
Also new are Nutri-Grain Yoghurty and, as revealed in last week’s edition of The Grocer, Special K Apple & Pear Bar. UK sales director Kevin Jones said the £215m cereal bar category was currently growing at 21% year-on-year.
He added: “As brand leader we are continuing to invest in our biggest brands with new formats with real added value for consumers.
“Kellogg’s Nutri-Grain is the nation’s top selling cereal bar, Special K Bar is a sales phenomenon and Crunchy Nut Bar also represents a great opportunity.”