Cereal Partners is offering kids extra reading material at breakfast by stuffing a Puffin children's book into three million special packs of its Cheerios and Honey Nut Cheerios cereal brands. Media support includes 10-second tags on television commercials for the Cheerios brand. Point of sale material is also available. NEW IN BREAD The bread fixture welcomes several new names this month, with the arrival of a super premium, square cut Toastie loaf in Allied Bakeries' Kingsmill Gold brand. Meanwhile, Warburtons has added a Wholegrain Loaf to its relaunched Good Health bread range, and independent Welsh bakery Brace's has launched a half-loaf' aimed at smaller households. NAME CHANGE Perrier Vittel has changed its name to Nestle Waters UK to bring it into line with the company name worldwide. AD PRESCRIPTION German food giant Dr Oetker is running another #2m burst of television advertising for its UK flagship brand Pizza Ristorante. Instore activity in leading multiples will support the campaign. HEINZ SARNIE BOOST Heinz has strengthened nationwide distribution of its chilled branded sandwich range with food giant Kerry Foods DTS, giving it access to more than 10,000 independent outlets as well as Kwik Save, Iceland, T&S and Alldays stores. OXY SHOWER GEL GlaxoSmithKline's OXY skincare product for teenage skin is now available in a shower gel format. The company said the convenience of use in the shower appealed to the target market. {{MARKETING }}