Ryvita is making its debut in the cereal bar category with a product it claims is healthier than its rivals.
Its Goodness bars are made from chewy wholegrain rye, which has been linked with reducing coronary heart disease, and contain ingredients such as pumpkin seeds.
The bars are also prebiotic, being made with vegetable fibres that help stimulate the growth and activity of beneficial bacteria in the intestine and provide a boost to the immune system.
Launching in January in three flavours - mixed berry, apple & sultana and cranberry & raisin - the bars have a 20% fruit content, contain 3% fat and 62 calories.
They also use no added sugar as the ingredients are bound together by vegetable fibres instead of glucose syrup, sugar or honey, which are used for other cereal bars.
Rob Murray, marketing director at Ryvita, said: “While healthy eating concerns remain at the forefront of consumers’ minds, it is surprising that many of the current product offerings are not actually as healthy as consumers might expect. As a brand which is renowned for its healthier eating credentials, Ryvita is in the perfect position to deliver a product which is truly as good as it sounds.”
A £3m marketing campaign will support the bars, including TV ads from March and sampling. They are being sold in multi-packs of six (rsp: £1.79) as well as singles (rsp: 39p) in the impulse sector.
Stefan Chomka