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    Weetabix releases HFSS-compliant kids’ Oaty Bars

    Weetabix has announced its latest family-focused collaboration to inspire imaginations and promote healthier* snacking for kids and families via its exciting new range of Marvel inspired, HFSS-compliant children’s cereal bars.

    The Marvel Oaty Bars, which contain just 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.

    Super heroes hold a special place in the hearts of children, with superhero play standing as the number one play pattern for children aged between 4 to 12 years old. With this in mind, Weetabix has designed each individual Marvel Oaty Bar to feature one of the 15 top-rated Marvel characters to inspire imaginative play, and, with five different characters in every pack, there is an abundance of super heroes for children to enjoy. In addition to the eye-catching designs, a QR code on the side of each pack leads children to an engaging Marvel super hero game, enhancing the overall enjoyment of the product.

    “Navigating the challenges of school lunch boxes and acceptable snacks can be daunting for parents,” said Lou Vickers, Head of Challenger Brands at Weetabix. “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 per cent 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 will soon roll out across the convenience channel.

    *Reducing consumption of sodium contributes to the maintenance of normal blood pressure as part of a healthy diet and lifestyle.

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