Nature Valley is driving protein bar sales by improving its range and kicking off a partnership with the Lawn Tennis Association (LTA).

Available in 85p pricemarked and non-pricemarked 40g single bars, the new range comes in two flavours, Peanut & Chocolate and Salted Caramel Nut. Peanut & Chocolate is available to stock from July, while Salted Caramel Nut will follow in September.

The flavours also come in multipacks of four. The bars are now 40g, increasing from 30g, and now comes with the additional benefit of being Gluten Free, which is promoted on the newly-redesigned packs.

The brand’s sponsorship with the LTA will see Nature Valley sampling at British Tennis events, such as the Aegon Championships, as well as social media activity. Arjoon Bose, marketing manager for snacking at General Mills, said the healthier biscuits category continues to flourish as consumers continue to seek alternative snack options.

“Our aim is to have a Nature Valley bar in every tennis kit in Britain and we’re con