Kidsmix is a bag containing 24 small 'fun size' packs of Milky Way, Starburst, Maltesers, Starburst Fruity Animals and Milky Way Magic Stars, and is aimed at younger children. It goes on sale this month.
During the summer, special packs of Kidsmix sold in supermarkets will feature the link with the NSPCC. For every pack sold, Masterfoods will donate 10p to the Full Stop campaign, and hopes to raise £20,000 from the promotion.
Masterfoods is not supporting the brand with above-the-line advertising at this stage.
Masterfoods set a trend for variety selections of existing brands with the launch of Celebrations in 1997. According to the company, Celebrations became the UK's seventh largest chocolate brand by sales in less than two years.
Celebrations spawned a 'me-too' product from Cadbury, with its launch of Miniature Heroes two years later, but Masterfoods allowed itself to be beaten in the children's mixed choice category by Nestle Rowntree, which brought out All Stars last year.
Supported by a multi-million-pound TV campaign and described by Rowntree as its biggest product launch of 2001, All Stars is a boxed selection of Nestle's bestselling kids' brands: Milky Bar, Mini Smarties, Rolos, Wonkalate and Fruit Pastilles.
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