General Mills is launching a series of Oatmeal Crisp Fruit 'n Cereal bars, the latest addition to the firms' snack product range that includes Nature Valley and Milk 'n Cereal bars. The new bars will come in three flavours - strawberry, apple cinnamon and blueberry.
"Oatmeal Crisp Bars are for people who want a breakfast or snack option that offers something new - these bars are crispy, taste great, and make good nutritional sense," said Abbie Willing, Oatmeal Crisp Fruit 'n Cereal bars marketing manager.
"And they're packaged to be as convenient for eating on-the-go as they are at home."
The company believes it is tapping into a lucrative market with plenty of potential growth. According to recent surveys, 63 per cent of US consumers have a snack during the day.
And due to increasingly active and busy lifestyles, a growing percentage of consumers value convenience almost as much as taste when making their food choices.
"Not only are the Oatmeal Crisp Fruit 'n Cereal bars convenient, they are low in fat and a nutritious, on-the-go option for consumers," said Susan Crockett, director of General Mills Bell Institute on Health and Nutrition. The bars contain 150 calories and two grams of fat.
General Mills is a leading global manufacturer and marketer of consumer foods products, with annual worldwide net sales of $10.8 billion (€9.3bn). Its global brand portfolio includes Betty Crocker, Pillsbury, Green Giant and Old El Paso.
General Mills is also a major player in the bakeries and foodservice business as a major supplier of baking and other food products to the foodservice and commercial baking industries.