Golden Wonder is turning the tables on breakfast cereals which have moved into snack-sized bags ­ by putting its new Goalden Balls snack into cereal boxes. Containing 12 packets of the football-themed cheese-flavoured snack, the boxes also hold a branded kit bag and a World Cup wallchart to track the results of the tournament's matches. They feature photographs of famous footballers complete with witty captions. Launching in two weeks, with an rsp of £2.99, they will be packed in outers of six featuring a large cut-out so retailers can merchandise the boxes off-shelf for incremental sales. Kirsty Taylor, category marketing director, said the brand had already sparked interest among curious shoppers: "This innovative new concept will focus even more interest in Goalden Balls as the nation's attention turns towards the World Cup." The new format will be backed by PR activity on radio and in the press. A Goalden Shootout on-pack promotion featuring Ant and Dec is also running during the World Cup. {{P&P }}

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