Citrus brand Outspan is squeezing into the cereal bar category with the launch of an Orange Muesli Bar.
Available in Tesco and Sainsbury stores from next week, the luxury snack forms part of owner Capespan UK's plans to extend the brand. Listings in other major multiples are scheduled for later in the year.
Tesco is to run a combined coupon promotion with fresh citrus fruit, while a sampling campaign linked with Easy Jet airline has already kicked off.
Marketing manager Alistair Phillipson said the newcomer was one of a number of key brand extension products that would benefit from a co-ordinated marketing campaign.
"Both Cape and Outspan are household names in fresh fruit and we will promote the brands and their core value of taste and quality through other products including cereals and juices," he added.
Rsp: £1.79, box of six.