Intersnack is hoping kids go wild for the new wild animals joining its Pom-Bear range.

The bear-shaped bagged snack brand - sales of which soared 30.6% last year to £19.4m [Nielsen 52 w/e 13 October 2013] - is being expanded next month with Pom-Bear Zoo Friends.

The new cheese-flavoured snacks come in 19g bags containing nine different animal shapes (rsp: 45p a bag and £1.59 per six-bag multipack).

Their launch follows last year’s limited-edition Pom-Bear Snowmen line, which marked the first time the shape had been changed since its UK launch in 1990.

Intersnack said that kids would enjoy identifying the different animals in Zoo Friends.

“Research has shown that consumers would like and expect Pom-Bear to do more than just bear shapes so, after the success of our limited-edition Snowmen at Christmas, we felt the time was right for a new permanent addition to the range,” said marketing manager Steve Harger. “It has scored highly in research with families on pack appeal and flavour.”

The Pom-Bear range, which contains less than 100 calories per pack, is tapping into growing interest in healthier kids’ snacks. The trend has benefited other brands, including Walkers Baked Stars, which launched last year and hit £11.6m in sales in its first six months on shelf [Nielsen 52w/e 13 October 2012].

Marketing for Zoo Friends will include sponsorship of Beaver Scouts and Girl Guides and social media and promotional tie-ups with zoos and wildlife parks.

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