Ferrero is targeting the kids “after school” market in the UK with the launch of a Kinder chocolate bar containing cereal pieces.

The confectionery giant is hoping to boost sales of its Kinder brand, it says, by broadening its chocolate range to cater for the “after school snacking occasion”, whilst still retaining the brand’s proposition, ‘Invented for Kids’.

The bars contain 33% milk and five different cereals. They contain no artificial colours or preservatives and are available in single packs with an RRP of GBP0.3 (US$0.54) and four-packs for GBP1.35.

Kinder Chocolate with Cereals is rolling out from August, and will be supported with a ten-second TV tag from 9 September. PR and sampling will also form part of the launch.