The rebranded bars now contain no artificial colours or flavours and were reportedly fortified with six B vitamins and iron – about 25% and 17% respectively.
Kellogg’s said the three variants, Strawberry, Blueberry and Apple, had been stripped back to the basics to improve their “fruity flavour”. The manufacturer pitched the bars as a mid-morning snack for consumers with busy schedules.
Commenting on the revamp, a spokesman said: “As a nation, we’re working longer hours than ever before and our mornings are starting much earlier.
‘Fuel for the day’
“Our new and improved Nutri-Grain bars contain vital vitamins and minerals, providing the whole family with a snack that will help fuel them throughout the day.”
Kellogg’s launched the Nutri-grain brand in 1997 and shared its name with a breakfast cereal available in Australia, New Zealand and South Africa.
The New Nutri-Grain bars are available in supermarkets and convenience stores across the country.
This week also saw Nestlé launch organic versions of some of its most popular cereals, Nesquik, Cheerios and Chocapic.
Growing demand for organic
Cereal Partners Worldwide (CPW), the makers of Nestlé breakfast cereals, said the new range had been developed to answer a growing demand from consumers for organic products.
The cereals are officially certified organic and, similar to their conventional versions, contain whole grain as the main ingredient.
David Clark, chief executive at CPW, said: “We know that consumers’ preference for organic products has grown over the last few years. Organic cereal options for the entire family remain limited.
“We are excited that the launch of the Organic Nestlé Breakfast Cereal range addresses the need for tasty and fun options, providing parents with a high quality, nutritious choice that the family will love to eat”