Kellogg has launched a limited edition variant of its Fruit Loops cereal in the UK, capitalising on this year’s popular unicorn trend.
The iconic cereal – primarily available in the US market – features a cartoon unicorn on the packaging and is targeted at both children and adults.
Fruit Loops will be exclusively sold in Asda stores this month, before being made available in other stores nationwide from October.
Michaela Mayoh, brand manager for cereal marketing UK and Republic of Ireland, said: “The appeal of limited edition character takeovers on pack [where standard packing designs are replaced with bright and colourful cartoon characters] and embracing current trends is something that works well in store and is popular with our consumers.
“Unicorns have been a phenomenon this year, and like we have previously, we are keen to tap into relevant trend with wide appeal.”