Kellogg's Nutri-Grain Although available in the US since 1991, it was launched in the UK in May 1997 backed by a £7m spend. What is it? A 92% fat free cereal bar made from wheat and wholegrain oats and filled with a choice of fruit fillings ­ apple, blueberry, cherry and strawberry. Rsp: 29p a single and £1.69 for an eight pack. It is targeted at breakfast skippers who tend to be 13 to 34 year olds. To date it commands a £28m share of the market. McVitie's Go Ahead! Apple Bakes and Berry Bakes Apple Bakes were launched in November 1998 and Berry Bakes in June 1999 and were backed by a £5m support package for the core brand. What are they? Apple filled and fruits of the forest filled baked biscuit bars ­ both 90% fat free ­ retailing at 29p for a single and £99p for five. They are sold as an everyday eat, with a particular bias towards women aged 18 to 45, and are sold directly alongside Nutri-Grain in many impulse outlets. Their value share is almost £3.5m. {{FOCUS SPECIALS }}