Mary Carmichael Kellogg is adding three crushed fruit-based products called Screamin' Fruit Squidgers to its snack portfolio. The launch continues Kellogg's strategy to stretch its brand beyond its usual breakfast cereal territory. It follows the success of the Real Fruit Winders range, launched two years ago and now valued at around £18m by the company. UK sales director Kevin Jones said fruit snacks offered a big opportunity both for the company and for retailers. "Our vision is to lead the category and we know there's massive potential in this area for retailers," he said. Kellogg is putting £2m into a marketing campaign to support the launch, kicking off with four weeks of advertisements in national press and women's titles starting in the middle of next month, followed by posters, which go up at 1,200 sites near supermarkets. There will be a three-week run of TV commercials in a bid to capitalise on the back-to-school period, while a second burst is scheduled for October. Meanwhile, competitions will run in children's magazines. The company wants to see Fruit Squidgers, which are rolling out now, sited next to Fruit Winders in the cereal aisle. Made with 90% fruit and fruit juice and with no added preservatives or colour, they have a pulpy consistency, come in pouches and are targeted at lunchboxes. The three flavours ­ strawberry, apple and blackcurrant ­ retail at 55p each or three for £1.49. {{MARKETING }}

Topics