KP is backing the launch of two creatively named additions to its Skips children's bagged snack range with a £4m support package ­ the brand's biggest yet. Retaining Skips' distinctive yellow packaging, the newcomers each get a signature colour, shape and flavour descriptor. Original Prawn flavour retains pink lettering and the phrase fizz melt', while new bacon Buzz Boltz gets purple lettering and the Crunch Melt' tag and pickled onion Tickle Pickle sports the phrase Puff-Melt'. Rolling out across all trade channels next month, the newcomers' marketing support includes a wacky TV ad on children's TV channels and in cinemas during July and August. Sampling activity includes appearances at 70 children's events and venues during the summer, including occasions organised by ITV, Smash Hits and Cartoon Network. A spokeswoman said the aim was to generate £7m retail sales in the first year. "Lunchbox and Fun are two key drivers in the snacking sectors," she added. "We aim to emulate brands such as Kraft's Dairylea which have driven innovation in the kids' snack products arena." {{P&P }}

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