Market leader Kellogg's is launching a brand new fruit flavoured variant of its classic All-Bran cereal.

All-Bran Apricot Bites adds a whole new dimension to the original fibre provider and creates a range of new eating opportunities for the consumer.

Although launched primarily as a traditional breakfast cereal, bite-sized All-Bran Apricot Bites are perfect for snacking and can be enjoyed straight from the box any time of day or night.

The combination of the natural fibre lift of All-Bran with a delicious vitamin-packed fruit filling means double the benefit for cereal fans and snackers everywhere.

Bran is high in fibre and low in fat and apricots are one of the best natural sources of Vitamin A and also rich in Vitamin C. A serving of 45g of All-Bran Apricot Bites provides at least 25% of the recommended daily allowance (RDA) of vitamins thiamin, riboflavin, niacin, folic acid, vitamins B6, B12 and D plus the mineral iron.

Kellogg's UK sales director Stephen Twaddell said: "The launch of All-Bran Apricot Bites offers consumers a totally new way to enjoy the benefits of bran, either at breakfast time or as a daytime or evening snack and represents a major innovation for the category.

"It's great news for retailers too as it will drive sales by giving the bran category much wider appeal, particularly on the back of the successful All-Bran 10 Day Trial which challenged the public to try All-Bran for 10 days to feel the benefits of a high fibre diet.

"The 10 Day Trial has received a major amount of media support so there has never been a better time to stock up.

"In terms of the product itself our research revealed that while consumers recognise that bran is a great way to start the day there was a clear demand for more choice and more flavours. Apricots researched particularly well because as well as tasting delicious they are full of vitamins too.

"As they are bite-sized, Apricot Bites are perfect for a healthy snack at home or on the move as well as a traditional breakfast and we are confident that they will prove a big hit with Britain's bran lovers."

All-Bran Apricot Bites are priced at £1.59 and come conveniently packed in cases of 12 x 425g packs.