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Debut Of Cheesecake Snack Bars In Canada Features Cake-Walking Mascots

August 7, 2016: 12:00 AM EST
General Mills introduced Fiber 1 Cheesecake Bars in Canada in July during the country’s National Cheesecake Day with a promotion featuring six mascots dressed as the bars “speed cake-walking” around downtown Toronto distributing free samples. The company said the cake-walk was “a memorable way to connect with” Millennials, its core audience. The 150 calorie snack bars – a “healthier-for-you” alternative to potato chips, etc. – are available in chocolate and key lime flavors. The company’s marketing plan will stick with the athletic theme during the Summer Olympics season, and will be supported by television spots, online video, and the distribution of one million samples.
Martha Porado, "General Mills Wants You To Have Your Cake And Eat It, Too", Canadian Grocer, August 07, 2016, © Rogers Media Inc.
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