Transformers film promotion for Transform-A-Snack

The company's Transform-A-Snack brand is the exclusive snack partner of the live-action film from Dreamworks and Paramount, due for release in July.

Transform-A-Snack is running an on-pack promotion offering snack lovers the chance to win a holiday to Los Angeles complete with a tour of the Paramount studios. Runner-up prizes include Xbox 360 games consoles, Optimus Prime voice changers and other Hasbro Transformer toys.

The snacks themselves are also receiving a few 'transformations' of their own. Beef joins the current line flavour up of Spicy, Pickled Onion, Cheese and Onion and Saucy BBQ, plus there will be a new Spicy Transform-A-Snack multipack.

Pack sizes remain the same for single bags, 30g retailing at 20p. Multipacks contain seven 20g bags, with one of these forming an introductory offer of one extra bag free. They have a recommended retail price of 99p.

Red Mill's marketing and sales controller Sarah Nunn said: “Teaming up with Paramount and Hasbro on 'Transformers' offers us a really exciting platform to reach our target audience in an innovative way.

“Transform-A-Snack bags contain a mixture of shapes, which can be added together to be transformed into a moon buggy, so the synergy between the brands is perfect.

“We hope the on-pack promotion will help drive product sales, reward our loyal customers and make Transform-A-Snack the must-have snack of the summer.”

Ian Woods, international licensing director at Hasbro said: “We're thrilled to have Transform-A-Snack on board. There's such an obvious connection and we're looking forward to working with Red Mill to generate further excitement around the film.”

Red Mill Snack Foods is based in Wednesbury in the West Midlands. The company employs 350 staff and manufactures around half a billion bags of snacks every year.

Transform-A-Snack was first introduced 15 years ago and is especially popular with 8-13 year olds. All snacks are baked rather than fried and suitable for vegetarians.