Kellogg introduces Coco Pops chocolate straws

Kellogg is to expand its Coco Pops brand with the launch of Coco Pops Straws - wafer straws with chocolate inside.

Expected to launch early next year, the cereal will be promoted as a fun way to persuade children to drink more milk.

The straws will come in packs of 36 and be sold in the breakfast cereal aisle of major supermarkets.

The launch will be backed by a heavyweight ad campaign featuring cartoon character Coco the monkey.

Kellogg is hoping to target children who have shunned other breakfast cereals.

The packs will feature the message 'If you think breakfast cereal sucks, you're absolutely right. With Coca Pops Straws you suck the milk and munch the straw'.

The straws are the latest extension of the Coco Pops brand. Earlier this year, it launched Coco Pops Coco Rocks, a crunchy chocolate cereal with a smooth chocolate centre.

Kellogg has also introduced clearer nutritional labelling on its cereal packets in response to consumer health concerns.

Breakfast cereals have come under attack from parents groups and health bodies for the levels of sugar and salt they contain, and the ASA recently investigated claims by manufacturers that eating cereal increases children's attentiveness.

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