Ryvita introduces cereal bar to take on Kellogg

Ryvita is to take on Kellogg's dominance of the cereal bar market with the introduction of a branded crispbread bar early next year.

The product will be backed by an advertising campaign, as the group seeks to spur growth through NPD.

It is understood the cereal bar will also join Ryvita's Minis range in aiming at the 'everyday munchies' segment of the healthier snack market.

The bars are likely to be placed alongside existing Ryvita products in supermarkets.

Ryvita has undertaken significant product development in the past year, introducing Ryvita Minis as well as variants of Ryvita crispbreads, such as its wholeseed crispbread line.

The Minis range has already generated 拢9.4m in sales, according to Ryvita marketing director Rob Murray.

The line was recently expanded to include a Worcester Sauce-flavoured variant. The range, which has just 3% fat, is promoted with the strapline 'Big taste. Mini waist'.

Ryvita is one of a number of brands that have benefited from consumers' wish to eat more healthily. Its crispbread variants include pumpkin seeds or sunflower seeds to provide a source of minerals that offer health benefits.

The wholeseed crispbreads are also a low-GI food.

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