Following the success of its UK launch in January, LÄRABAR (www.larabar.com), the cult US vegan snack brand and creator of the original fruit and nut bar, is launching the second phase of its UK growth strategy by targeting the on-the-go consumer.
LÄRABARis launchingthree single bar SKUs into Sainsbury’s and is debuting in the convenience sector with listings in WH Smith and SPAR (RRP: £1.19). This follows the successful multipack launch of the same flavours (Apple Cinnamon, Banana Choc Chip and Peanut Butter Choc Chip) into Sainsbury’s and Amazon with LÄRABAR ranking as the bestseller in the Fruit & Nut Bars category on Amazon during launch.
The flavours were deliberately handpicked from a mix of top sellers in the US and on-trend flavours that resonate with British consumers and the multipacks have also recently launched on Ocado and in Whole Foods Market.
LÄRABAR is General Mills’ first 100 per cent vegan and ‘real food’ brand launch this side of the pond and launching the single bar format is the next key step for LÄRABAR’s UK market penetration strategy, as it will allow the brand to target the on-the-go consumer through convenience and out of home channels.
As part of its strategy to engage on-the-go consumers, LÄRABAR has implemented a national campaign sampling through London Fashion Week and they are also implementing channel-specific activations, most recently at the London Waterloo WH Smith Outlet with in-store advertising and sampling.
Richard Williams, business director of new ventures, General Mills Europe says: “The launch of the multipack format of LÄRABAR in January generated great consumer engagement and customer traction from successful listings in Sainsbury’s, Amazon and most recently, Whole Foods Market and Ocado. These really helped to carve out a space for LÄRABAR in the Natural & Organic and e-commerce channel with its success demonstrating the increasing consumer demand for simple, minimally processed snacks.
“We are now embarking on the second phase of our growth strategy by launching a single bar format to fit into our consumers’ busy lives. The convenience sector is a key focus for UK growth in order to attract the increasing number of shoppers that seek real food on-the-go.”
Founded by female entrepreneur Lara Merriken in 2000, LÄRABAR has taken the Northern American market by storm with sales hitting $200m in 2018. LÄRABAR is the fastest growing Wellness snack brand in the Nutrition category, having achieved 25% growth in the last year and nearly tripling market penetration over the past three years. The brand is now a household name in the US, with a huge celebrity fan base.
LÄRABAR single bars (RRP £1.19) have just launched and are available nationwide at Sainsbury’s, WHSmith and SPAR now.
Three-bar multipacks (RRP £2.90) are available at Sainsbury’s, Ocado, Amazon and Whole Foods Market.