Kellogg's has launched a new offering in its LCMs range, the LCM 4D Choc, a 25% larger bar aimed at an older demographic than its normal LCMs lines.

The new bar will be sold as a supermarket multi-pack snack and through convenience channels as a single bar.

The LCM 4D Choc features darker, more intricate packaging, including a movie-rating style "MA+ For Older Kids: Look out I'm bigger than a stampeding black rhino" tag line.

The new snack is designed to appeal to adults as well as teenagers, including "four dimensions" of chocolate - chocolate coated Rice Bubbles, chocolatey drizzle and chocolate chips, all held together with chewy chocolate.

The product will be accompanied by an ‘older approach' advertising campaign later in 2011, including TV and outdoor advertising, and a large Facebook social media push.

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