Wagon Wheels are being reinvented for a new generation of teenagers in a £2.5m push by brand owner Burton’s Biscuit Company.

The relaunch of the 64-year-old brand includes an improved recipe, a limited-edition caramel flavour and new-look packaging. The activity is being supported with cinema ads from March to July.

The ad push features three teenagers who believe Wagon Wheels contain Martian mallow, and set out to blow the lid on the alien conspiracy.

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