A new children's healthy snack brand that features Nickelodeon characters expects to hit sales of £2m in its first year by tapping into the market for "positive pester power".

Founder of the Kidsnax brand Mark Gould, who is also MD of Wholebake, plans to expand the range beyond real fruit bars and snack packs to include healthy categories such as fruit waters. Each product in the launch range, which is rolling out now in Tesco, provides one of the recommended 5-a-day.

Kidsnax, developed with Nickelodeon, is a health food partner with the channel's media sales house, which matches Kidsnax's ad investment pound for pound.