An on-pack coupon mechanic running on 66,000 packs will enable consumers to send off for a skipping-rope with digital calorie counter and a four-page booklet, which features tips on healthy eating and recipes using the sugar substitute.
The "Skip the Calories" campaign will hit shelves in March and will be supported by advertising in women's magazines and on local radio stations.
Brand group controller at Silver Spoon, Clare Roy, said the campaign was built around the key issue of "getting the right balance of healthy eating and exercise".
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