The UK arm of Spanish lollipop producer Chupa Chups has launched a new product called Chupa MAX Fruit Chew, a hard candy lollipop with a soft chewy centre available in four flavours; strawberry/banana, lemon/raspberry, apple and orange.

Meanwhile, the new Chupa MAX Gum is a hard candy lollipop with a soft bubble gum centre in cherry flavour. 

Supported by a £1m (US$1.57m) ATL campaign, the new 18-gram lollipops will be the focus of cinema advertising in early July, which will run for 2 months. The ad will run within core children's movies such as Spirit, Stuart Little 2 and Spy Kids 2. Running alongside the advertising, a comprehensive sampling campaign will be conducted within key Megaplex cinemas, specifically targeting young cinemagoers.

A related television campaign will commencing on 2 August and run for four weeks. TOTP Magazine, Dandy and Beano will also carry over 500k Chupa MAX lollipops as cover mount promotions during the months of July and August.

Brand manager, Janine Palmer, said: "In order to keep the brand at the leading edge we believe it is necessary for the brand to evolve just as our customers have.

"We therefore believe new Chupa MAX will give our consumers a new sensation of mouth entertainment. Whilst still carrying the distinctive packaging of the Chupa Chups brand, new Chupa MAX combines an added splash of colour to bring an eye-catching edge which I am sure will appeal to our consumers."