Nestlé to up energy market share?

- Last updated on GMT

Related tags: Energy

Nestle plans to wrestle market share away from its rivals in the
crowded $1.4 billion (€1.39bn) snack/energy bar category with a $9
million national print, outdoor and sampling campaign it hopes will
separate its PowerBar Pria bars from the pack, reports US magazine
Brandweek.

Nestle plans to take market share away from its rivals in the crowded $1.4 billion (€1.39bn) snack/energy bar category with a $9 million national print, outdoor and sampling campaign it hopes will separate its PowerBar Pria bars from the pack, reports US magazine Brandweek​.

A print effort in women's fitness and general interest titles will target active women later this year to drive trial and awareness of Pria's six flavours.

The Brandweek​ report adds that PowerBar is credited with creating the energy bar category in 1986 with its PowerBar Performance. In the niche energy segment, PowerBar competes head-to-head with upstart Clif Bar, which last year launched Luna bar, the first energy bar for women.

Nestle acquired the brand in 2000 and launched PowerBar Pria to cater to consumer demands for a quick-energy snack based on research showing that women's energy needs were not being met with the typically dense large-size energy bars.

Related topics: Market Trends

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