The Big Cereal Company is launching a new indulgent cereal aimed at young women. It is positioned as being healthy and natural "but with a few naughty' additions". The range has three variants: Fruit Frenzy (with raspberries, cherries and bilberries), Raspberry & Yogurt Rhapsody and Choc & Orange Cabaret (rsp: £1.79). The packaging is colourful with big pictures of fruit which the company hopes will help differentiate it from rival cereal products with a more staid image. The launch is supported by instore tasting, introductory offers and an ad campaign in the women's press. {{MARKETING - P&P }}