Nature Valley - A healthy prospect for sales
Nature Valley, the crunchy granola bar from General Mills UK, has proved a massive hit since its launch last year, and is generating incremental business for retailers as consumers increasingly shop for healthy snack and biscuits options.
A wholesome, satisfying snack bar providing 'inspiration from nature', Nature Valley is made with natural wholegrain oats and has rapidly become the key contributor to snack bar category growth with positively healthy prospects.
Huge Growth Rate:
Some 76% of Nature Valley shoppers are incremental to the snack bar
category2. The brand is already worth in excess of £5.16 million1, and is delivering 495% plus value growth on an annual basis1 - making it a must-stock for retailers.
"The most positive aspect is that it is outperforming most brands in the healthy biscuits category and this shows it has really made an impact with consumers," says Andy Foweather, Sales Director of General Mills UK.
"Nature Valley's potential is huge: it is even showing stronger rate-of-sale than some bigger, more widely distributed brands.
"It is one of the fastest growing new products and has become one of the biggest contributors to value growth in the snack bar category - with more to come."
TV Advertising Boosts Awareness:
General Mills UK is building on the sales success of the brand through a £4 million marketing support package in 2007.
Support is spearheaded by national TV advertising, which is designed to further boost awareness and demand. "Previous airings of the TV campaign have resulted in strong sales uplifts - and independent retailers will need to stock up to cope with increased demand," adds Foweather.
NPD - Refreshing Snack Bars
General Mills UK is delivering a dash of innovation in the snack bar category, with the launch of a new Nature Valley flavour - Apple Crunch - in an initiative that will generate new sales momentum for retailers.
New Nature Valley Apple Crunch earned its stripes in consumer research where the product's potential was evident. During research:
¥ 86% of respondents said they liked the taste/flavour and would purchase Apple Crunch
¥ 42% of respondents said they would buy it as an incremental snack bar purchase
"The research findings were exceptional, which shows that Apple Crunch is tapping into a real consumer need. That is why we are so confident about the retail impact this new flavour will make. A sizeable chunk of snack bar growth comes from innovation so this demonstrates that NPD is the lifeblood of the category, ensuring it's kept fresh and exciting," says Foweather.
New Apple Crunch, which will be available in a six-pack multi-pack format with two bars in every pack, will have a recommended selling price of £1.89.
A Brand for Impulse:
General Mills UK is supporting retailers as the brand builds its success with impulse shoppers. It is encouraging more retailers to stock the brand with a massive distribution drive in the impulse sector which has so far resulted in 8,000 new stocklists. The brand is now available through major cash and carries and delivered wholesalers.
Says Foweather: "The nature of the product is ideal for 'on the go' consumption - so the brand really reflects the trading profile of impulse outlets and is a real chance for them to cater for changing consumer needs in a more health-conscious era."
The company has created an 18-count singles pack (featuring individual Nature Valley Crunchy Granola Bars packaged in boxes of 18 and by flavour variant) specifically for the impulse sector. The boxes are ideal for small shops and fit perfectly on the counter top and can be placed near to the till - to capitalise on impulse sales.
1 Source: IRI Grocery Impulse Outlets - Value Sales 52 w/e 7 Oct 07
2 Source: Dunnhumby - 52 w/e 30 Sep 07