UBUK has launched a three-pronged strategy to reinforce the wholesome credentials of some of the biggest hitters in its portfolio. New yoghurt and fruit variants of McVitie's Digestives hit the shelves next week. The company is also uniting Jaffa Cakes, McCoy's and KP for an on-pack promotion based around the Rugby World Cup, and giving Go Ahead! cereal bars a packaging update as well as adding a new variant. The launch of strawberry and forest fruit varieties of Yog Fruit Digestives, which contain fruit pieces and have a yoghurt topping, introduces a lighter element to the brand, according to trade communications manager Jessica Wylie. "They are perceived as a lighter, more summery eat with mainstream appeal," she said. The new arrivals will be backed by a £1.2m marketing campaign, which includes print and outdoor ads and sampling activity. The rsp for grocery outlets is £1.15, while price-marked £1.19 packs will be available for the impulse channel. The Jaffa Cakes, McCoy's and KP brands on-pack Man of the Match promotion is linked with the Rugby World Cup, which kicks off in France next month. Consumers will have a one in 10 chance to win prizes ranging from £5 to £100,000 in a text-to-win mechanic on 42 million packs, which will roll out from the middle of this month. "The rugby-themed promotion fits perfectly with McCoy's 'man crisps' positioning and KP's association as an accompaniment to a drink in the pub," said Wylie. "Jaffa Cakes is already an official snack for the England football and rugby teams." The new-look Go Ahead! cereal bars will also roll out later this month, when Blueberry & Cranberry joins the existing trio. New packs feature blue-based packaging and flag up the brand's lower fat credentials.

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