Nutri-Grain Debuts 'Crunchy' Bar Line to Address Consumer Fibre Gap

Nutri-Grain is commencing the 2026 trading year with a significant portfolio expansion, announcing the launch of Nutri-Grain Crunchy. This new product line marks an evolution for the heritage brand, pivoting from its traditional soft-baked format to a crisp texture profile designed to deliver enhanced nutritional density.

The launch is strategically positioned to address the "fibre gap" in American diets, leveraging data indicating that the average consumer intake is roughly half the USDA-recommended daily amount.

Nutritional Architecture and Formulation

Nutri-Grain Crunchy is engineered to provide a "purposeful nutrition" solution without compromising on the convenience of the bar format. The formulation features a complex grain matrix comprising a blend of oats, barley, buckwheat, rye, and quinoa.

Key Technical Specifications:

Whole Grains: At least 23g per bar.
Fibre: Classified as a "Good Source of Fibre."
Clean Label: Formulated without high fructose corn syrup, artificial flavours, or artificial colours.
Dietary: Peanut-free and Non-GMO Project verified.

Flavour Variants

The range debuts with two distinct flavour profiles that incorporate functional ingredients for added texture:

Chocolate Chip Chia: A chocolate-studded profile featuring the subtle nuttiness of chia seeds.
Honey Oat Flax: A blend of warm honey notes and whole grains, enhanced by the earthy crunch of flax seeds.

Eileen Flaherty-Yao, Senior Director of Brand Marketing at Mars, described the launch as a balance between innovation and brand equity:

"Our goal with Nutri-Grain Crunchy was to bring something new to the aisle without losing what people already love about the brand. It's a fresh expression of Nutri-Grain's hard-working goodness — a crisp, flavorful bar designed to support the small but meaningful moments that carry people through the day."

Commercial Availability

Nutri-Grain Crunchy is shipping to select retailers this month with a Suggested Retail Price (SRP) of $4.49 per 10-count box. National availability is scheduled to roll out through Spring 2026.