23 Jul 2009 The Weetabix Food Company has launched a range of snack bars for children, with packaging designed by Springetts and made by Amcor Flexibles. The cartons for Oaty bars, which are printed by Vibixa in Cheltenham, feature a cartoon character designed to appeal to children.

"Rather than having any old character on the packs we wanted a specific Oaty bar character," said Springetts creative director Roger Bannister. The packs are intended to appeal to kids and reassure parents, by highlighting the natural ingredients used in the products.

"Weetabix already appeals to mums, because it has a lot of health benefits. These are designed to be a bit more fun. It's about getting the balance between worthiness and fun," he added.

Each carton contains five cereal bars, which are individually flow-wrapped by Amcor Flexibles. The Oaty bars use the lozenge-shaped Weetabix logo, which was designed by London-based Springetts in September. There are three flavours in the range, which launched into retailers last month.