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General Mills is claiming a UK first with the launch of a new soft bake protein bar under its Nature Valley brand.

The fmcg giant has created a duo of bars aimed squarely at the “busy breakfast moment”.

They will launch in two flavours – Oats & Honey and Blueberry & Almond – with each 38g bar containing 21.4g protein.

The soft bake bars are made with wholegrain oats and barley, said General Mills, and were “packed with fibre”, offering 8.9g per bar.

It claims the NPD is the first soft bake product to hit the market designed especially with protein content in mind. Rival Belvita Soft Bakes, for instance, contains up to 5.9g protein and 7.5g fibre per 100g. 

“By offering a breakfast biscuit with high protein content that also delivers on taste, we’re meeting this demand head-on,” said General Mills marketing manager for snacking Adrienne Burke.

The range will launch into Morrisons and Sainsbury’s in January, followed by Tesco and Waitrose in February (rsp: £2.89/four-pack).

General Mills will back the launch with a £1m investment as part of its Get Out More campaign, which encourages the nation to get outside.

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