The first UK TV ad for Toast Me!, the meat-filled 'pop tart' snack from German meat giant Tillman's, will go live during ITV's The X Factor today.

The 30-second advertisement features a school child who turns into Vinnie the Hunger Monster because of an attack of the after-school munchies, only to be saved by a serving of Tillman's Toast Me! A Toast Me! snack wagon will also tour the UK.