Fibre One 90 calorie invites UK to join the ‘crave club’ this summer


The UK’s #3 snack bar brand, Fibre One 90 calorie from General Mills, is investing £3.5m as it returns to screens this summer with a new TV advert to mark the launch of its biggest campaign to date – “Crave Club”.

Live now across TV and VOD, the new hero creative showcases the Crave Club as a secret society of like-minded, supportive people who have discovered the freedom of having what they crave – such as a delicious Fibre One Brownie – without any fear of self-judgment. With 90 calories or less, the Fibre One range is perfect for people looking for a permissible treat and to add fibre into their diet without compromising on taste.

A new social media strategy will see Fibre One 90 calorie refresh the look and feel of its platforms and elevate its messaging. The Fibre One feed will be centred around a variety of themes, from inspiring followers to create their own delicious, permissible desserts to fun and relatable memes.

To amplify the campaign even further, Fibre One 90 calorie has partnered with women’s lifestyle title Grazia for the first time. The brand will be the sole sponsor of the Grazia Life Advice Podcast, which will see a star-studded line-up of guests interviewed by host Rhiannon Evans over the coming year, drawing thousands of listeners every week. Fibre One 90 calorie and Grazia will also collaborate on branded content and live events to continue building connection between shoppers and the brand.

“We’re incredibly excited to be launching our new TV advert and Crave Club campaign this summer!” said Roisin Witort, Marketing Manager for Snacking at General Mills. “We want to build the largest, loudest, and most engaged audience of snack bar consumers in the world – and earn their long-term loyalty. Once you know you can have what you crave without the guilt, you’re in!”

The Crave Club campaign is expected to reach four million new target consumers. It follows a recipe renovation last year which saw the brand reduce the sugar content of its best-selling brownie range by a whopping 30 per cent.

Retailers are encouraged to stock up on Fibre One’s range to meet increased demand this month and beyond.

Fibre One Chocolate Fudge Brownie MRRSP – £2.89 (5x24g)