Kellogg’s has launched Coco Pops Choco Bakes, a Coco Pops-branded brownie-style bake, targeted at children looking for snacks after school. 

The cereal and snacks group said the development of the bake was an attempt to “dominate both before-school breakfast and after-school snacking”.

Kellogg’s already has a Coco Pops cereal bar, sales of which up to the end of January were up 8% year-on-year, according to market research company IRI.

The company said around six out of 10 of those bars were consumed at breakfast. Pointing to Kantar Worldpanel data from 2015, Kellogg’s said after-school snacking was the “fastest-growing snacking occasion among kids”.

The bars weigh 38g and contain 142 calories. Some of the bars will be sold in price-marked packs of £0.39. A five-bar multipack will also be available.

Nick Dawson, Kellogg’s sales director for the speciality channel in the UK, said: “We expect the bakes to be highly incremental to the Coco Pops brand. Importantly, we also expect the bakes to be incremental to the category.”