The newcomer, Rocky Rubble, contains rice crispies and biscuit pieces covered in milk chocolate, which gives a lighter alternative to traditional biscuit bars, claims Fox’s.
Targeting kids’ lunchboxes, the 20g bars come in packs of five (rsp: 99p) and are rolling out to the trade now.
Senior brand manager for
Rocky, Lorraine Crowe, said: “There’s a trend that shows mums still accept the need for tasty and sweet snacks as kids won’t eat overtly healthy products in the lunchbox. With Rocky Rubble we have created something new and different in the sector which builds on consumer desire for a lighter alternative when it comes to chocolate biscuit bars.”
The newcomer will be backed by a £1m marketing campaign - targeting mothers and eight to 11-year-old kids - that will include cinema advertising which runs from October 15 through Christmas to January.