Nature Valley Sweet & Salty Nut: Dark Chocolate, Peanut & Almond

nature valley

Who: General Mills

What: Nature Valley Sweet & Salty Nut: Dark Chocolate, Peanut & Almond

Where: Cereal bars

How much: £2.39 for 5x30g

Why: Category leader Nature Valley saw value sales increase by 4.2% in 2016 to £39m [Nielsen 52 w/e 8 October 2016] as retailers shuffled their shelves to make more room for cereal bars. The brand renamed this range in March, from Sweet & Nutty to Sweet & Salty Nut, alongside updated packs, new crunchy and popcorn variants, and this chocolate option.

Consumer verdict: The bright pack and brand name encouraged a high level of pre-trial interest, with three-quarters of our shoppers claiming they would definitely or probably notice the product on shelf. Despite concerns over health and cost, feedback was positive, with some saying the bar had a “good sprinkling of chocolate chips, sweet and salt”, that it “tastes like Snickers bars”, and that it was “good for packed lunches”. More than 40% of our consumers said they would consider buying at least fortnightly.

Pre-trial purchase: 60%

Post-trial purchase: 78%

Better than what’s out there: 65%

New and different: 69%

Overall score: 45/50