Breakfast cereal brand Weetabix has announced its latest collaboration to promote healthier* snacking for kids and families via its new range of MARVEL-inspired, HFSS-compliant cereal bars.
The MARVEL Oaty Bars, which contain only 3.2g of sugar per bar, less than half the sugar of its nearest competitor, are available in three flavours: white chocolate, milk chocolate, and caramel.
Weetabix has designed the Oaty Bars to feature one of the 15 top-rated MARVEL characters, with five different characters in every pack. In addition to the designs, a QR code on the side of each pack leads children to a MARVEL superhero game to enhance the overall enjoyment of the product.
Lou Vickers, Head of Challenger Brands at Weetabix, said: “Navigating the challenges of school lunch boxes and acceptable snacks can be daunting for parents. Weetabix has always been a leading brand for HFSS-compliant family products, and this new collaboration with MARVEL means we can now fuel the power of play, while assuring parents that they are making not only healthier*, but also delicious choices for their children.
“Our new MARVEL Oaty Bars received an overwhelming 92% approval rating from children expressing a desire for their parents to purchase the bars for them, highlighting an exciting widespread appeal of the products.”
The MARVEL Oaty Bars have debuted exclusively at Asda, with a promotional price of £1 per pack. This will be followed by a nationwide grocery and convenience stores rollout.
*Reducing consumption of sodium contributes to the maintenance of normal blood pressure as part of a healthy diet and lifestyle.
