In brief

21 March, 2008

McVitie's Penguin is offering consumers the chance to adopt a penguin as part of its partnership with environmental charity the World Wildlife Fund. The company hopes to raise £250,000 over 12 weeks by donating 1p from every pack sold to the fund. Commercial manager Nick Stuart said: "The partnership with the WWF will help raise awareness of environmental issues and help kids develop an interest in social matters from an early age."

Danone Waters has repackaged Volvic Touch of Fruit with a revamped label design to boost the brand's shelf appeal. It will also be introducing coloured caps to re inforce flavour differentiation . The changes form part of a £3 million marketing spend

for the brand in 2008.

Airwaves chewing gum is back on TV with a four-week ad campaign.

The ads show people psyching themselves up for a "revitalising kick" from the chewing gum and will "demonstrate the invigorating experience that chewing Airwaves can bring ", according to Wrigley's communications manager Alex MacHutchon. The ads form part of the brand's Kick Up A Gear campaign.

Fox's is rolling out Shortcake and Crumbly Oat Dunked biscuits, which are designed to be dunked in a cup of tea without crumbling or dissolving. The finger-shaped, chocolate-covered biscuit is set to become an essential part of the English tea break, according to the company.

Fredericks Dairies is launching Bassetts Jelly Babies Wobbly lollies. Available in four flavours - orange, strawberry, blackcurrant and lime - each lolly contains more than 25% real fruit juice and only has 65 calories per stick. Packs of eight lollies will retail for £1.99, with each individual stick selling for 50p.

Britvic is introducing a single-serve 25cl pack to its Robinsons Smooth Juice range

in Orange and Apple flavours . Each resealable PET bottle contains one of the recommended five a day of fruit and vegetables.




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