Fans and readers of the Official Moshi Monsters Magazine will be the first to try out the new Coloured Magic Choc, as The In Thing launches promotional packs across the kids’ publication.
350,000 packs will be supplied to Moshi Monster fans through the title this month, bringing Magic Choc’s sampling campaign past the million packs mark in the last 12 months.
The new Coloured Magic Choc introduces new flavours: Strawberry Pink, Lime Green and Orange, each still in line with the company’s no artificial colourings, flavours or preservatives policy.
Yet to hit retail, the Magic Choc team is searching for the right retailer to partner with for the launch of the new 100 per cent Belgian chocolate range.
Kieran Murphy, head of marketing at The In Thing, said: "It’s fantastic for us to introduce the naturally coloured and flavoured version of Magic Choc. We couldn’t think of anyone better than the Moshi fans to see it first.
"Bringing in the Coloured range opens up a whole new door of model ideas and creativity. I can formally announce that we’re inviting the perfect retailer to step forward and partner with us for the Coloured launch, whether as a generic or licensed product.
"It’s been an unbelievable year for Magic Choc, topped off with winning the Innovation of the Year award."
Moshi Monsters Magazine is the number one best selling monthly kids publication in the UK and doubled its circulation figures last year.
The title also ranks at number 28 in the ABC Top 100 Magazines, beating Grazia, Hello and The Economist.