Nestlé Rowntree has the youth market in its sights with the launch of a new jellybean confectionery product called Rowntree's Megabeans. Megabeans are coated in a crispy sugar shell and have a chewy centre. They come in a midnight blue metallic pack which the company hopes will appeal to the target audience. Nestlé Rowntree describes the chewing experience as oingy boingy' ­ a phrase that it hopes will capture young imaginations by entering the teenage vernacular. Graham Walker, Nestlé Rowntree sales communications manager, said: "There's not much on the sugar confetionery fixture to appeal to young people as most are geared towards kids or older people. Megabeans will appeal to teenagers and young adults alike with the Oingy Boingy decriptor certain to break out on to UK streets soon." Megabeans are available permanently from July 2. The launch is backed by a £1.5m TV ad campaign, on air from August 6. This is part of the £4.5m behind the brand this year. Rsp: 30p for 45g. {{MARKETING - P&P }}

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