Billed as the original fruit and nut bar, the brand will debut with three multipacks: Apple Cinnamon, Banana Choc Chip and Peanut Butter Choc Chip. Lärabar is the company’s first 100% vegan product launch in the UK.
General Mills hopes the launch will secure greater penetration in the UK’s health and wellbeing market, as it aims to become the number one snack bar manufacturer in the country.
£700,000 marketing campaign
The launch is to be supported by a £700,000 marketing campaign, featuring in-store sampling, social media and partnerships with influencers.
Richard Williams, business director of New Ventures at General Mills Europe said: “Having launched in 2000 in the US with great success, Lärabar is the trailblazing and original fruit and nut bar in the snacking category and we’ve picked a range of flavours to appeal to the UK market.
“This is our most ambitious launch ever in the real food space with deliberate investment on touchpoints that drive brand awareness and engagement such as social, targeted experiential sampling and partnerships with key influencers in the nutrition/wellness space.”
Founded by female entrepreneur Lara Merriken in 2000, Lärabar hit sales of $200m in the US last year. The brand achieved 25% growth in the last year and tripled market penetration over the past three years, according to General Mills.
Lärabar joins Fibre One and Nature Valley in General Mills’ growing portfolio of snack bars and retail for £2.90.
Meanwhile, this month has seen a number of new products launched by food and drink manufacturers, including edible teas from Nim’s Fruit Crisps, six new products from Mediterranean fine food producer Odysea and Golden Yolks from the Happy Egg Co.