Nestlé launches female-focused energy bar

Posted by Nicole Eckersley on 8th April 2011

Nestlé has announced plans to extend its PowerBar range in the US with a new co-branded Iron Girl energy bar to be targeted at women.The manufacturer announced today (7 April) that the Iron Girl Energy Bar will be available in two flavours – Strawberry and Cranberry and Cocoa Crunch. The bars contain calcium, iron and B vitamins, which Nestlé said offer an “excellent source of energy in each bite”.

The launch will be supported by sampling events at the 2011 Athleta Iron Girl National Series, couponing with a “buy one, get one free” offer, and direct mail to customers.

“This product supports the active lifestyle of adult women, whether training for an event or getting through a busy daily routine,” said Neel Premkumar, brand development manager for PowerBar.
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