UK – America-based multinational food company, General Mills has expanded its Fibre One line of weight management snack bars with a new protein range in the UK.

The protein bars are available in two varieties; cookies & cream and caramel, with the brand claiming that both flavours are “permissibly indulgent”.

Each bar contains 90 calories, 10g of protein and 1g of sugar, as the brand aims to meet a range of lifestyle and dietary needs.

 “Our research found 71% of Fibre One consumers are interested in protein, but are wary of the high sugar and calorie content of protein bars currently on the market, Adrienne Burke, marketing manager of snacking at General Mills, said.

Burke noted that the company’s new range is the ideal alternative – the bars are low in sugar and calories but taste great and give the perfect protein boost, especially for the pre-and post-gym occasion.

Fibre One has also announced the addition of a new flavour to its line of popcorn snack bars; salted caramel & almond.

 The new bar will join existing milk chocolate and peanut butter varieties, with 5g of fibre and 90 calories.

The brand’s protein range will launch exclusively in Tesco as from November for a recommended retail price (RRP) of £2.89 per multipack of three bars, while the new popcorn snack bar flavour has an RRP of £2.

“Our consumers can finally have the best of both worlds,” Adrienne Burke commented.

The launch of new products come at a time when the company’s US headquarters updated its work from home policy saying, employees who have the ability to work from home will do so until May 2021.

General Mills’ manufacturing facilities have remained open throughout the pandemic, and its offices outside of North America are in various phases of return as the company continues to rely on criteria “based on science, government guidance and the external landscape.”

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