The cartoon figure, Action Man, goes into action on two new children's products to be launched in the UK market in April - a four-pack yoghurt with peach/vanilla or strawberry/vanillaand a cream cheese with chocolate flavour.
The "active" packaging plays a particularly important role in both products. The yoghurt packaging carries 10 different tasks and mission, whose solution is written in luminescent writing, which is only visible in the dark. The cream cheese version has nine different cartoons.
MD Foods is already selling two product ranges for kids featuring Barbie and Thomas the Tank Engine. Sales of children's yoghurt rose by 30 per cent in 1998 while sales of kids' cheese increased by 15 per cent.