Magic Light Pictures and its popular property, The Gruffalo has teamed up with Organix for a new, no-junk biscuit created to be a healthier snack for toddlers.
Launched today, the crunchy cocoa and vanilla flavoured snacks come in Gruffalo and Mouse shapes. The deal marks the first since Magic Light brought its licensing operations in house and comes as The Gruffalo celebrates its 20th anniversary with a range of high-profile activities.
Not only are the Organix Gruffalo Biscuits free from added salt and artificial colours and flavours, are made from the best organic ingredients with no added salt and no artificial colours or flavours, they are also dairy free and vegan friendly.
Each bag is less than 100kcal and complies with Public Health England guidelines on sugar for little ones. Suitable for children aged 12 months and upwards, the biscuits are available in boxes of five x 20g bags at a cost of £2.49 from retailers including Sainsbury’s.
Daryl Shute, brand director at Magic Light Pictures, said: “Youngsters love a tasty treat and they adore The Gruffalo, so what’s better than combining the two in these delicious biscuits? We’re delighted to partner with Organix, who are committed to healthy and nutritious food that parents can feel good about giving to their little ones to help fuel their wonder.
“These Gruffalo biscuits are a tasty and perfect for taking on a fun family Gruffalo picnic.”
The Gruffalo was first published in 1999 and written by Julia Donaldson with illustrations by Axel Scheffler. In the past 20 years, it has become a modern classic of children’s literature, adapted for both stage and screen and has been translated into 81 languages.
A year-long programme of anniversary activities mark its 20th birthday this year, including The Gruffalo’s first-ever appearance on a coin with a commemorative 50p piece collection issued by The Royal Mint, the Global Gruffalo campaign that sees 20 cuddly Gruffalos let loose around the world, special anniversary Forestry England picnic parties, bespoke summer celebrations at Chessington World of Adventures, open-air cinema mini festivals with Luna Cinema, a pop-up shop in Covent Garden, and special retail activity at major retailers.