Fibre One returns to TV screens and strengthens portfolio as it grows at +450% year on year[1]

Fibre One is set to make a splash in 2018 with a new variant and TV ad run

Innovative guilt-free snacking brand Fibre One will this month launch a cinnamon variety as the fourth in its portfolio following a year of accelerated sales after just two years’ trading in the UK.

F1 Cinnamon Drizzle Squares

General Mills, which owns Fibre One, is the fastest-growing manufacturer in the snacking sector, growing at +38.5% year on year and Fibre One itself is now a £11.6m brand, +449% year on year[2]. Distribution of the snack bar brand has more than doubled in the last year, now sitting as the #6 cereal bar brand, according to The Grocer Top Products Survey. In a category that is largely in decline, Fibre One has bucked the trend with its disruptive take on the diet market.

Building on this success the new Cinnamon Drizzle Squares bar will launch from January. Its advent in the UK marketplace follows great success in the US where the flavour was 60% incremental to the category[3]. With an RRP of £2.89, in line with the rest of the range, the bars contain cinnamon flavoured pieces with a luscious vanilla drizzle.

Fibre One will triple its ATL presence in early 2018 with a return to the small screen of its tongue-in-cheek ‘Turn Around Barbara’ TV advertising campaign. The 30-second ad follows women discovering the indulgent diet-friendly bars to the tune of ‘Total Eclipse of the Heart’, originally made famous by Bonnie Tyler.The ad run will be complemented by a paid-for Instagram and Facebook campaign, as well as in-store shopper marketing and promotional activity. It will return for a second burst later in the spring of 2018.

Arjoon Bose, Marketing Manager for Snacking at General Mills, commented: “This is an exciting and pivotal time for our Fibre One brand and we are thrilled with its success over the last 12 months. Our ambition is to be Britain’s most popular diet management brand, so expect our activation on Fibre One to really step up this year.


“The diet season is Fibre One’s most important time of year and we want to make a splash in these traditional dieting weeks to introduce more consumers to the guilt-free indulgence of the Fibre One brand. We expect the Cinnamon Drizzle Squares bar to be another hit in the brand’s ongoing success story and we are excited to bring our popular ad back to support.”


The range includes three other indulgent flavours – Chocolate Fudge Brownie, Lemon Drizzle Squares and Salted Caramel Squares (£2.89 RRP) – each baked for maximum taste. Fibre One 90 calorie bars contain at least 30% more fibre and 30% less fat than average UK brownies, caramel cake bar and lemon bar/slices at 5g of fibre and 1.8g of saturated fat. While well suited to an on-the-go morning snack, they are perfect for all occasions from a weekday treat to an afternoon pick-me-up or a late-night snack – all without the guilt often associated with great-tasting products.


[1] Nielsen Total Coverage WE 02.12.17

[2] Nielsen Total Coverage WE 02.12.17

[3] Nielsen Panel Data Total US

Author: kimbarnard

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