US cereal brand Honey Bunches of Oats has rolled out to UK supermarkets this week.
The brand has now launched into Asda and Tesco stores and is set to hit Morrisons’ shelves next week.
Sales, marketing and distribution company Brands Direct is bringing four variants of the eight-strong flake and oat-clusters range in from the US: Honey Roasted; Strawberries; Pecan Bunches; and Almonds.
They have gone on sale at £2.49 a pack but Brands Direct – which aims to secure a 2% share of the UK’s £1.5bn cereals market – has promised “aggressive” promotional activity later in the year.
The roll-out is being supported by national press advertising that broke today (29 July).
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