Kellogg is adding three crushed fruit-based products called Screamin’ Fruit Squidgers to its snack portfolio.

The launch continues Kellogg’s strategy to stretch its brand beyond its usual breakfast cereal territory. It follows the success of the Real Fruit Winders range, launched two years ago and now valued at around £18m by the company.

UK sales director Kevin Jones said fruit snacks offered a big opportunity both for the company and for retailers.

Full details in this week’s issue of The Grocer.