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General Mills expands cereal bar range


General Mills is launching new Oatmeal Crisp Fruit 'n Cereal Bars, expanding on their successful bar portfolio. includes Nature Valley and Milk 'n Cereal Bars.

The Oatmeal Crisp Bars combine Oatmeal Crisp cereal with real fruit filling and come in Strawberry, Apple Cinnamon and Blueberry flavors. They also have 12 added vitamins and minerals and only 150 calories and 2 grams of fat per bar.

More than 63 per cent of consumers have a snack during the day, said General Mills citing recent statistics. The convenient packaging format will also boost success of the product.

"Not only are the Oatmeal Crisp Fruit 'n Cereal Bars convenient, they are low in fat and a nutritious, on-the-go option for consumers," said Susan Crockett, director of General Mills Bell Institute on Health and Nutrition.

Each box of Oatmeal Crisp Fruit 'n Cereal Bars contains six bars and has a suggested retail price of $2.99. The bars will be available on shelves nationwide starting in June and will be supported with national television advertising.