General Mills adds Protein Soft Bakes to Nature Valley range

General Mills has unveiled the latest addition to its Nature Valley range, Protein Soft Bakes, available in the UK from January 2021.  

Made with 100% wholegrain oats and barley, the new Nature Valley offering comes in oats & honey and blueberry & almond variants.

According to General Mills, Protein Soft Bakes are ‘packed with fibre’ and offer 8.4g of protein per bar.

“Our new Nature Valley Protein Soft Bakes are the perfect easy breakfast with an added boost of protein to help shoppers start strong,” said Adrienne Burke, marketing manager, snacking at General Mills.

“We know 25% of UK consumers eat cereal bars for morning fuel and are looking for ways to increase their protein intake in the morning too.

“By offering a breakfast biscuit with high-protein content that also delivers on taste, we’re meeting this demand head on.”

Nature Valley Protein Soft Bakes will be available, with an RRP of £2.89 per four-count pack, in grocery and convenience stores from January of next year. Single bars will have an RRP of £0.89.

In the US, General Mills added a new sustained energy bar, Packed, to its Nature Valley-branded range earlier this year.