Kellogg's is taking its first steps beyond the cereal category with the £6m launch of a kids fruit snack product. Real Fruit Winders are long flat strips of fruit based confectionery (containing 50% fruit) that come rolled up. Kids can peel them off the backing paper which has comic strips of the characters representing the three different flavours ­ Orange Blabber, Strawberry Sorbabe and Blackcurrant Booster. Kellogg branding only appears on the outer packaging. Ad support ­ which is aimed at the core six to 12 year old market ­ goes on air in February featuring the Chewchat Gang characters. UK sales director Stephen Twaddell said: "We intend to create an appealing brand that kids buy into with the cartoon strips, a website, merchandise and high profile spin-off activity." Kellogg hopes that the launch will establish a new snacking category. Fruit snacks are already big in the US (where the market is worth $450m) but have yet to beat biscuits and chocolate as favourite snacking options for UK kids. Norfolk based company Stream Foods also entered this category last year with the launch of its Fruit Bowl Real-a-Peel product. Rsp of Winders is 29p for one roll, £1.29 for a pack of six. {{NEWS }}

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