An advertising campaign will break later this month, including national poster executions and bus-sides aimed at driving impulse purchases of the bars.
Samples of almond, raisin and cranberry, and apple Granola bars will be given away free with the Daily Mail, and a further 400,000 bars will be sampled through impulse retailers over an eight-week period.
United Biscuits, the brand's owner, is attempting to rationalise the McV a:m range. The company has confirmed it is axing the underperforming Cereal Bites and Muesli Fingers ranges. All other products in the range will remain.
McV a:m delivered 61% of all volume growth in the healthy biscuit segment between May 2003 and March 2004, according to TNS.
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