Cereal Partners UK has launched a 330g box of Toffee Crisp cereal (rrp £2.49). It is hoped the new product will take advantage of the £31m Toffee Crisp brand (IRI) and follow the success of the Nestle Lion cereal which is worth £3m.

Cereal Partners UK marketing manager Michelle Bull said: “The new cereal has been developed in response to a consumer desire for an adult treat cereal at breakfast. We have an exciting opportunity to delight adult chocolate cereal lovers with a more grown up taste profile that is based on a well-known and much loved brand.”

Meanwhile, Shredded Wheat has gone back to its roots with a new advertising campaign, focusing on the heritage of the cereal. Featuring a new face for the brand – the inventor, Henry D Perky – the advert showcases the healthy benefits of the cereal. The new creative is part of a multi-million pound brand re-launch, supported by TV, print, digital and PR.