It launches in November and will target busy parents wanting a quick and easy lunchbox for their children. The brand will compete against Dairylea Lunchables, the market leader from Kraft Food. Attack-a-Snak boxes will retail at 拢1.29, just below Lunchables' price of 拢1.35.
The lunchbox market is growing 13.1% year on year according to research from Taylor Nelson Sofres for the 12 months to May 26.
Attack-a-Snak is based on Golden Vale's snack product Cheesestrings and will be available in three varieties: chicken tortilla wrap, ham tortilla wrap and ham with crackers. Each pack will also contain a single Cheesestring, Heinz ketchup and a napkin.
It is planning an aggressive six-month campaign to advertise the product on TV and in the women's press. The latter medium will be used to respond to concerns about the nutritional value of products such as Cheesestrings.
The Food Commission is among the fiercest critics of prepared lunchbox products.
"The campaign will aim to show that Cheesestings and Attack-a-Snak in particular are healthy and nutritious and can contribute to a balanced diet," said a Golden Vale spokeswoman.
Attack-a-Snak's core demographic is seven- to 13-year-old schoolchildren.
Golden Vale will also bolster its snacks offering with the launch of Cheesestrings Minis and Tornado, a naturally-coloured cheddar cheese-flavoured twisted Cheesestring.
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