Oaty bars from Weetabix are claimed to be one of the few cereal bars which can be advertised to children because of their low levels of salt and calories and high-fibre content.
Each bar, which comprises chewy wholegrain oats, crunchy rice and wheatflakes, has fewer than 85 calories. The bars are drizzled with one of three toppings - milk chocolate, white chocolate or a yogurty strawberry.
The new bars, which sell in packs of five, are supported by a £1m campaign which includes national TV advertising, a sponsorship programme with Nickleodeon and a micro-site with a competition and interactive games.
To buy it, callWeetabix Food Company01536 722181