Mars launches Nutri-Grain Crunchy
Each bar contains at least 23 grams of whole grains and provides a good source of fiber, featuring a blend of oats, barley, buckwheat, rye and quinoa.
USA – Mars, Inc., the global snacking giant, has introduced Nutri-Grain Crunchy bars, a crisp evolution of its iconic breakfast portfolio acquired through the 2025 Kellanova deal, targeting consumers seeking fiber-rich, whole-grain convenience snacks.
Launched in early January 2026, the product debuts in Chocolate Chip Chia and Honey Oat Flax flavors, each delivering 23g of whole grains with upgraded nutrition including oats, barley, buckwheat, rye, quinoa, and a good source of fiber per bar, while remaining non-GMO, peanut-free, and free of high fructose corn syrup or artificial additives.
Priced at US$4.49 for a 10-count box, initial availability hits select retailers this month, with nationwide rollout through spring 2026, aligning with New Year’s wellness trends in the US$30 billion US. snack bar market.
Nutri-Grain Crunchy builds on the brand’s soft bar legacy since 1991, introducing texture innovatin to capture on-the-go breakfasts, lunchbox staples, and afternoon energy boosts amid data showing Americans consume only half their recommended daily fiber.
The company states that according to a 2024 report from the USDA, the average American consumes about half of the recommended daily fiber intake, revealing an opportunity for foods that support everyday wellness in simple, approachable ways. Nutri-Grain Crunchy was created with that need in mind.
Mars Senior Director of Brand Marketing Eileen Flaherty-Yao emphasized familiarity with freshness: “Our goal with Nutri-Grain Crunchy was to bring something new to the aisle without losing what people already love about the brand.”
Distribution of Nutri-Grain Crunchy will begin nationwide through major grocery chains, convenience stores, and online platforms, with promotional campaigns highlighting the product’s versatility as a breakfast item, mid-day snack, or post-workout bite.
Packaging emphasizes the use of whole grains and a crunchy texture, reinforcing the brand’s identity as a smart choice for busy lifestyles.
The introduction of Nutri-Grain Crunchy also underscores the growing importance of cross-category innovation in the food industry.
By blending elements of traditional granola with the convenience of snack bars, Mars aims to capture a wide demographic, from health-conscious millennials to families seeking quick breakfast solutions.
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