Nature Valley Granola Bar launches in South Africa

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"Snacks are a growth spot for packaged food companies world-wide, particularly with the growing trend of 'better-for-you' on-the-go eating," says Jackie Foster, SA brand manager for General Mills, which pioneered the granola-bar market in 1975 with the launch of the brand in the US.

"The healthy, active consumer group in South Africa is large and growing fast and we wanted to bring a snack to the market that people can take with them when they're on the move."

The granola/muesli bar category is worth over US $11 billion globally and this brand contributes almost US $1 billion to global sales, according to Euromonitor International 2012.

She says that South Africa is experiencing double-digit growth in this category. "The bars offer that perfect balance of great taste and wholesome ingredients. They have a wonderful crunchy texture, are made from over 50% wholegrain oats and come with two bars per pouch.

"The bars are free from genetically modified organisms (GMOs), are preservative and artificial colour free and contain just 8-10 ingredients. It's all about enjoying the taste of nature, anywhere, anytime," concludes Foster.

Each flavour is sold in singles and in 6ct multipacks. There is also a 6ct variety pack available for those who want to try out all three flavours.

For more information, go to www.NatureValley.com or www.NatureValleySA.co.za.