Jordans has launched a competition asking consumers to design a cereal bar, with the winner set to go on sale next summer as a limited edition.
The MyFrusli campaign, fronted by Emmerdale actress Adele Silva, asks consumers to go online to choose ingredients, design the packaging and select a brand name. It is being promoted on pack and through sampling from this month, with an entry deadline of 18 January. Winners will also receive £1,000 and a luxurious spa break for two.
"We will use the competition to interact with consumers on what bars they want in order to extend our reach beyond the key market: health-conscious women between 35 and 44," said a spokeswoman.
Cereal bar sales in the UK are worth £296m and growing at nearly 9.4% [Nielsen w/e 6 October]. Jordans' sales are currently worth almost £20m.
To coincide with the campaign launch, Jordans has introduced its latest limited-edition Frusli variant, an Orange & Cocoa Nib bar.