General Mills adds Protein Crunch bars to Nature Valley range

General Mills has introduced Protein Crunch bars as the latest addition to its Nature Valley line-up.

Available in the US, Nature Valley’s Protein Crunch bars come in two varieties: peanut butter and chocolate peanut butter.

Described as having a ‘creamy, crunchy texture’ with 10g of protein, the brand says its new products are unlike other snack bar options.

According to General Mills, the latest addition is ideal for between meal cravings, featuring ingredients such as peanut butter and crunchy nuts in a whole grain oat bar.

Like Nature Valley’s entire portfolio, the protein bars contain no artificial flavours or colours and no high fructose corn syrup.

“When Nature Valley created the granola bar category in 1975, we launched a delicious crunchy bar that is beloved to this day,” said Carly Anderson, senior brand manager, Grain Snacks at General Mills.

“Today, as shoppers seek out protein snacks, there is no shortage of protein bars on the market. However, consumers told us the category lacked a tasty and affordable protein bar with a unique texture – a crunch. We’re excited to launch Nature Valley Protein Crunch, an extension of our popular Protein and Crunchy lines.”

Both bars join Nature Valley’s protein line up that includes Nut Butter snacks and recently-launched Protein Soft Bakes.

Nature Valley’s new Protein Crunch snack bars are currently available at retailers nationwide for a suggested retail price of $4.49 per box.