Fox's Biscuits is rolling out a programme of retail-tainment' to back its Rocky brand which includes bringing a Beat the Bungee' challenge to supermarkets. Participants are attached to a piece of bungee elastic and have to race as far and as fast as they can down an inflatable track before the force of the elastic pulls them back. Touring more than 140 supermarkets from next week through to September, the programme also involves distributing 350,000 samples. Customer marketing manager David Leigh said that the activity was aimed at children and gave the company the opportunity to show off the 10-year-old brand's personality in a relaxed way. The Rocky range currently includes Original, Caramel and limited edition Honeycomb flavours in several formats. More limited editions are planned. {{P&P }}