Cereal Partners UK has put its Nestlé Fitnesse cereal brand into a breakfast bar format.
Targeting ‘shape conscious females’, Fitnesse cereal bars will be available in four flavours - original, apricot, fig and strawberry - and will come in boxes of six 23.5g bars, rsp: £1.79. The bars, which have been on sale in continental Europe under the Fitness brand, each contain less than 90 calories.
Rolling out next week, the launch will be supported by TV ads due to air in September, store promotions and sampling in conjunction with women’s magazine Company.
CPUK’s marketing director, Dez Timmiss, said the new bars would build on the taste and health credentials of the Nestlé Fitnesse cereal, which was launched in August last year.
“Fitnesse bars have proved phenomenally successful on the continent, and I’m confident they will be a resounding success in the UK. They meet the need of today’s shape-conscious female consumer.”