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McVities is launching a range of morning snacks, McV am, with an identity and packaging by Design Bridge for an undisclosed sum, as it identifies the morning snacking market as a key growth area.

The brand, unveiled on 21 April, is McVities’ biggest ever launch, according to a company statement. Its range incorporates six product flavours, including grapefruit, orange marmalade and apricot.

It offers snacks to people on the move and those wishing to top up their breakfasts, such as ‘muesli finger’ and ‘cereal bites’. McV am aims to take McVities’ brand into ‘a new time of day’, a spokesman says.

Design Bridge won the project without a pitch having worked previously with McVities, and created the McV rebranding with Elm-wood last year (News, DW 28 March 2002).

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