Dr Karg will distance its crispbreads from rivals with a daring first-ever UK marketing push.

The launch of two new crispbread flavours -Olive & Rosemary and 3+3 (seed and grain) - in mid-April (rsp: £2.09), will be followed by an ad push, in May, featuring the aggressive strapline ‘Choose Dr Karg - Not Cardboard’. It will target professional women via media such as Stylist magazine and Emerald Street. Dr Karg will also launch on both Facebook and Twitter using the hashtag #notcardboard.

“Dr Karg has been on sale in the UK for 10 years,” a spokesman from distributor Single Marketing said. “This is the first time it has enjoyed a co-ordinated marketing campaign.”