Alphabites bear & puffin's book club logo

Bear nibbles and puffin books announce the launch of their big book club

August 25, 2017, 8:06 am

This August, leading kids snacking brand BEAR Nibbles and family favourite Puffin Books are pleased to announce their new partnership, taking children on an adventure into the world of reading. BEAR and Puffin’s Big Book Club guides children, big and small, through a magical world of books, feeding a love of reading and exploration and encouraging experimentation with letters and words.

Cocoa Alphabites Bookclub
Cocoa Alphabites Bookclub

Launching this August, the club’s online hub will be packed full of engaging content and activities, including a new ‘Book of the Month’ every month with specially released content from Puffin that includes free excerpts of childhood classics and new releases from favourite authors. Downloadable activity sheets and games to fuel learning will accompany each book and corresponding letter of the alphabet.

Focussed around BEAR’s Alphabites cereal range – the only children’s cereal in the UK with no refined sugar or salt, shaped in Alphabet letters – the partnership sees two much loved brands joining together to drive learning and engagement with children.

The Big Book Club will feature prominently on packs of BEAR Alphabites in store, highlighting the partnership and adding stand out on shelf in a busy breakfast aisle. With an aim to drive further penetration and loyalty to the brand, each box of BEAR Alphabites contains a set of free limited edition collectible magnets which relate to a letter of the alphabet and characters featured on the Big Book Club website. The magnets will enable kids to create stories of their own at home and helping to keep them engaged with a healthy cereal option that is also full of fun.

BEAR Alphabites is one of the few brands in the breakfast category that continues to drive value, despite broader category decline[1]. The brand has set out to meet the demand for a wholesome and healthy breakfast that kids enjoy, something that 48% of parents have struggled to find in the past[2].

BEAR Alphabites are available in two variants; Multigrain and Cocoa Multigrain and contain just six simple ingredients including five multigrains; barley, oats, wheat, corn and rice, along with natural coconut blossom nectar.

BEAR Alphabites is the only children’s cereal with no refined sugar, salt, artificial colours or flavours. Along with this, BEAR Alphabites has also been recognised by Action on Sugar as a leading example in the kid’s cereal category of how brands can help consumers reduce their sugar intake. BEAR Alphabites is available at all major supermarkets at an RRP a price point of £2.69 (375g).

Multigrain Alphabites Bookclub
Multigrain Alphabites Bookclub

Emma Howgego, Marketing Director at BEAR Nibbles says: “To be working with a brand that is as loved and respected as Puffin is such a privilege; over the years they’ve made reading more engaging and accessible to millions of children across the world. As a brand we’ve always set out to make healthy choices a little bit easier for parents, and together with Puffin we hope to make this really important stage in a child’s development grrreat fun – whilst also providing a genuinely healthy breakfast to support along the way.”

Hannah Sidorjak, Senior Marketing Manager from Penguin Random House Children’s said: “We’re excited to be partnering with BEAR on this Big Book Club to offer families a world of stories to explore together. With a range of books for new and older readers we hope to get children excited about reading and introduce some new favourite characters alongside some well loved ones too!”

BEAR and Puffin’s Big Book Club launches August 2017.


[1] IRi, value sales, 52 w/e 20/05/17
[2] Mintel, Cereals Report, August 2016

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