A new healthy and delicious cereal bar range from Weetabix

Thursday, 30 April 2009
The Weetabix Food Company is launching Weetabix Oaty bars, a tasty cereal bar range with great health credentials designed especially for children.

Available in three varieties of Milk Chocolate, Strawberry and White Chocolate, all are less than 85 calories per bar and high in fibre making them ideal for lunchboxes and perfect for an after school treat.

The launch of Oaty bars will be supported by a £1m above the line campaign, including national TV advertising and an exciting TV sponsorship partnership with Nickelodeon. The sponsorship includes a micro-site featuring a competition and interactive game.

Due to the great health credentials of Oaty bars they are one of the few cereal bars that are can be advertised directly to children.

Tony Corp, Weetabix Food Company Marketing Controller, commented: "Consumer research with Mums and Kids resulted in resounding approval for the bars, with the high fibre content, low salt and low calorie credentials seen as particularly motivating.

"In addition, kids loved the taste and the appealing Oaty bar character featured on the packaging."

Source: Weetabix
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