In all, Rumblers will have immediate access to U.K. consumers through 400 Tesco and 600 Safeway supermarkets, plus 1,000 Simple Simon and 600 All-Day stores. Rumbles is expected achieve its market debut in Ireland by March 1.
Rumblers comes in three sizes: a pack of individual servings, a medium-sized cereal box and a large box. The milk is sealed in a pouch.
"One of Rumbles' main attractions and selling points is the product's 28 day shelf life. We expect to earn revenue of $86 million a year on this brand line alone in 1998," says Ennis Food's general manager Declan Ennis.
Copyright January 1998, Crain Communications Inc.