Halo re-launches Harvest Cheweee cereal bars for kids

01 Jul 2014

Halo Foods is to re-launch its range of Harvest Cheweee cereal bars to help drive growth in the kids segment of the category (currently worth £62m) and position itself as the #1 choice for parents, buying for kids of all ages.

Halo Foods is to re-launch its range of Harvest Cheweee cereal bars to help drive growth in the kids segment of the category (currently worth £62m) and position itself as the 1 choice for parents, buying for kids of all ages. The re-launch will see the introduction of two new SKUS and a complete packaging overhaul to help revitalise the brand, making it relevant to modern families.

Each of the five flavours in the new range will be represented by a different animal, set on a simple blue background to increase stand out on shelf and enhance product appeal to both parents and children alike.

Jodie Cavaye, brand marketing manager for Harvest Cheweee, commented; “Cereal bars are a perfect on-the-go snack, due to their portability and no-mess portion control. Our research told us that mums are looking for permissible cues, but also want to know they’re getting something their children will actually enjoy. We’ve met both of these needs with a simple, yet effective carton design which clearly shows the permissibility of the whole rolled oats and wheat ingredients, together with the indulgence of the flavour variant. Inside the carton, children will find individually wrapped cereal bars printed in vibrant colours, complete with engaging animal facts offering a fun and educational snack-time experience.”

As part of the new packaging design, the new look will also see the introduction of a revised logo that closely resembles the shape of a wheat grain, to reflect the harvest ingredients and highlight the product credentials to parents.

The two brand new SKUs to be launched as part of the revitalised range are; Strawberry Crush, with freeze-dried pieces of strawberry to create a sweet, tangy flavour and Rocky Road, packed with milk and white chocolate chips, marshmallows, biscuit pieces and raisins.

Jodie continues, “More milk chocolate chip Harvest Cheweee bars are sold every year than any other kids cereal bar and our consumer research further confirmed that chocolate is a firm favourite with our core audience, but that they are always looking for new and exciting flavours. We’ve met that need with an indulgent twist on our classic milk chocolate and white chocolate variants.”

“Additionally, consumer research also showed us that both existing customers and non-Harvest Cheweee customers were keen to see a fruit flavoured variant added to the range, with strawberry being the most popular choice. With a lower amount of sugar per bar, we feel the new Strawberry Crush cereal bar is an important addition, giving balance to the flavour choice and offering an alternative to draw in new consumers.”

To support the launch, the brand is investing in ATL activity, which will tie in with back-to-school period.

The revamped products, which include milk chocolate chip, white chocolate chip and toffee chip as part of the core range, as well as the two new flavours, will be on shelf in all major retailers this June, with and RRP of £1.69 per box (eight individually wrapped 22g bars).

Source: Halo Foods