Fruity malt loaf maker Soreen is aiming to cash in on consumer demand for quick snacking with a new offering called GO.
The cereal bars combine the attributes of Soreen's regular offering with rice, malt, wheat and oats.
Marketing director John Smethhurst said the new offering should appeal to Soreen's "loyal consumer base" and a new generation of time-strapped consumers looking for snacks on the go.
Weighing in at 40g each, the bars, which have a fat content of just 5%, will have an rsp of 39p, while a five-bar pack will retail for around £1.59.
"Cereal bars had estimated sales of £114m in 2002 and Mintel forecasts that the UK market will continue to show strong growth," said Smethhurst.
He said the bars were expected to be on shelf in major multiples by next February and would be backed by a "full package" of marketing support.