Mondelez International has unveiled what it claims is its biggest biscuit category launch since Belvita - a bear-shaped filled sponge snack called Barny.
Barny was launched in France 14 years ago as Ourson, and has been extended to territories including Belgium, Spain, the Czech Republic and Russia.
In the UK, it will be sold in two variants - chocolate and milk - individually wrapped in multipacks (rsp: £1.69). The snacks contains no artificial colours or preservatives, and will be supported by a £4m marketing push including TV ads and sampling.
Breakfast biscuit Belvita was launched in 2010 and has grown to become a £45m brand.