Cereal Partners has made a belated debut in the burgeoning UK cereal bar market with the launch of three bar formats of its top brands.
The Cereal and Milk Bars, based on Cheerios and Golden Grahams cereals and the Nesquik drink brand, boast the calcium content of one third of a pint of milk and are rolling out now. Support in the form of TV ads is scheduled for early in the New Year.
Marketing director Dez Timmiss said the bars were not just about replacing an early morning bowl of cereal and milk. "Younger consumers want to be able to eat their favourite cereals during the day in a convenient way,"he explained.