Eden Vale has given its kids chilled desserts brand Munch Bunch a radical makeover. The idea behind it is to make it more attractive to Mums and position it as Mum's favourite for her kids' while still appealing to the core under-6 audience. While Munch Bunch is a character licence ­ it was the first character licensed yogurt in 1981 ­ the characters are less well known and popular than the likes of Thomas the Tank Engine and Teletubbies. The result is that the characters ­ Sally Strawberry, Andy Apricot and Rozzy Raspberry ­ have been redesigned to look friendlier and more contemporary. They are also smaller on the outer pack to make room for more information on the fruit and milk content ­ which Eden Vale hopes will appeal to and reassure Mums. Marketing manager Antony Robson said the £40m Munch Bunch brand has 20% of the market, making it market leader, but with the relaunch he is aiming to capture 25%. The new look will appear across the whole Munch Bunch range which includes fromage frais, Mega Pot Shots, Squeezy Pot Shots, wholemilk yogurt, set yogurt and split pot yogurt. Robson said: "This moves Munch Bunch away from a licence and towards a brand we can build on." Munch Bunch will continue to advertise in the parenting press and will step up support in the second half of the year. {{P&P }}