record spend on a:m
n McVitie's has lined up £12m, its biggest marketing budget to date, to support its new breakfast snacking range McV a:m.
n The range includes single muffins, cereal bars, morning slices, muesli fingers, muffin bars and fruit cereal bites. With the exception of the muffins, the range is also available in multipacks. It is due on shelf next week.
n Support will include TV and radio ads featuring the voice of TV presenter Graham Norton, as well as posters and sampling. Dedicated fixtures designed for the biscuit aisle are available.

lacking an edge
n Diageo has blamed overcrowding in the ready-to-drink market for its decision to axe Gordon's Edge less than a year after launch.
n The gin-based RTD was backed to the tune of £5m last year, with a launch campaign and a pre-Christmas TV burst.
n A company spokesman said the newcomer ­ which was intended to bring younger consumers to its parent brand ­ wasn't distinctive enough to take on its rivals.

the gold standard
n Frozen dessert specialist Sara Lee has created a Gold sub-brand as a platform to bring out premium ranges.
n It will kick off the venture with a three-strong cheesecake collection in Sainsbury, Safeway and Iceland stores. A range of gâteaux is set to follow later in the year.

princes' debut
n Princes is making its debut in canned pies, a sector which has been dominated for decades by Campbell's Fray Bentos brand.
n Marketing director Neil Brownbill said the company aimed to grow its share in canned meat and so needed a presence in pies ­ the third largest sector.

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