Magic Light Pictures to launch new Gruffalo food and drink range this year

Feasting range will span potato snacks, juice drinks and cakes.
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Magic Light Pictures is launching a new Gruffalo food and drinks range for children and families this year.

A range of Gruffalo potato snacks, low calorie natural juice drinks and 3D celebration cakes will launch throughout 2015, joining the existing moulded chocolate Gruffalo line.

Magic Light is also looking at opportunities within the fresh and chilled sectors, along with confectionery and Owl Ice Cream and Gruffalo Crumble.

Working with specialist design agency Hornall Anderson, a new feasting style guide has been created to deliver a fresh look for Gruffalo food packaging.

Kolak Snack Food will develop the healthy Gruffalo potato snacks range, which will feature lightly salted and cheese and tomato flavours.

The snacks will contain no artificial flavours, colours or preservatives, and will be available in a combination of 2x19g packs and in a 6x19g multipack.

Elsewhere, Licensee Appy Food and Drinks will develop the new Gruffalo juice range, which will come in two flavours: Raspberry & Strawberry and Golden Apples.

Made with 50 per cent natural fruit juice, the drinks are the UK’s first ever school-approved juice range and contain 50 per cent less sugar than regular fruit juices.

Park Cakes will launch a range of Gruffalo products focusing on children’s birthday celebrations and parties. Products include a show-stopper 3D Gruffalo head chocolate cake and mini bites.

“Based on a story full of favourite foods and rumbly tummies, it’s a natural fit to extend the current licensing programme and include a fun yet wholesome range of Gruffalo Feasting food items," said Daryl Shute, brand director, Magic Light Pictures.

"The aim is that children will enjoy eating Gruffalo Feasting products and that parents will feel good about buying them. Whether it is a Gruffalo themed party, sharing with friends, picnics out and about, or as a special treat, we’ll have something for everyone.”

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