What General Mills learned from launching LÄRABAR in the UK

Lärabar, an all-natural energy bar owned by General Mills, was a market leader in the US, but launch in the UK required a strategic and hyper targeted approach.

Lärabar – the energy bar owned by packaged foods behemoth General Mills – is a US$200 million business and a market leader in its biggest market, the United States.

But when General Mills looked to launch the fruit-and-nut based snack in the UK, where the brand was almost entirely unknown, it pushed the company’s marketers to get back to basics with sharp insights, smart partnerships and thoughtful execution.

Lärabar is part of the ‘natural and organic’ business unit at General Mills. The category which is worth an estimated US$1.5 billion to the company, according to Arjoon Bose, Head of...

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