The General Mills snacking brand Fibre One is launching a new variety this month, timed to coincide with the traditional post-Christmas dieting rush.
The new Cinnamon Drizzle Squares bar joins existing variants Chocolate Fudge Brownie, Lemon Drizzle Squares and Salted Caramel Squares. A pack of five bars has an RSP of £2.89, in line with the rest of the range.
The “diet-friendly” bars contain cinnamon-flavoured pieces covered with a vanilla drizzle. They contain 90 calories and at least 30% more fibre and 30% less fat than an average comparable product.
Fibre One will triple its media presence in early 2018 with the return to the small screen of its ‘Turn Around Barbara’ TV advertising campaign. The 30-second ad follows women discovering the bars to the tune of ‘Total Eclipse of the Heart’. The ad run will be complemented by a paid-for Instagram and Facebook campaign, as well as in-store shopper marketing and promotional activity. It will return for a second burst later in the spring.
The brand is now worth £11.6m, up 449% year-on-year. Distribution has more than doubled in the last 12 months.
Arjoon Bose, Marketing Manager for Snacking at General Mills, commented: “This is an exciting and pivotal time for our Fibre One brand and we are thrilled with its success over the last 12 months. Our ambition is to be Britain’s most popular diet management brand, so expect our activation on Fibre One to really step up this year.
“The diet season is Fibre One’s most important time of year and we want to make a splash in these traditional dieting weeks to introduce more consumers to the guilt-free indulgence of the Fibre One brand. We expect the Cinnamon Drizzle Squares bar to be another hit in the brand’s ongoing success story and we are excited to bring our popular ad back to support.”
