Ginsters will launch the product at the end of this year. It has signed a three-year licensing deal with Galleon Holdings for the principal characters from The Cornish Riviera Pasties, a cartoon series featuring animated surfing cartoon pasties set to launch on ITV and satellite channels later this year.
Ginsters intends to use the character licence to develop a range of products suitable for younger consumers outside its traditional 18- to 35-year-old market.
The products are expected to be in-store by the fourth quarter of this year, coinciding with the launch of the series, which features the exploits of a bunch of "loveable pasties" called Fistral Freddie, Porthmeor Pete, Malibu Mike and Bondi Bruce.
Larry File, marketing controller at Ginsters, said: "The products will appeal to children with the funky image of the characters, while parents will respond to the quality of the ingredients. We will give assurances to parents that it's not junk food, and encourage kids not to sit in front of the TV but become more active, like the characters themselves."
The range, which Ginsters is now developing, will be backed by a national PR campaign and promotions.
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