Red Mill partners Hasbro for Transformers movie

Snack manufacturer Red Mill Snack Foods has teamed up with Hasbro to support the launch of this summer’s Transformers film.

Red Mill’s Transform-A-Snack is to be the exclusive snack partner of the live-action Transformers film from Dreamworks and Paramount, which is released around the globe this July.

The Stephen Spielbergdirected film aims to capitalise on young men’s nostalgia for Transformers, a popular cartoon and toy franchise from the 1980s. The online trailer for the film has become the most downloaded movie trailer in Yahoo!’s history.

As well as being the exclusive snack partner, Transform-A-Snack will run an on-pack promotion, offering consumers the chance to win a holiday to Los Angeles, with a tour of the Paramount studios. Runner-up prizes include Xbox 360 consoles, Optimus Prime voice-changers, and other Hasbro Transformer toys.

The Transform-A-Snack range is also to be revamped to coincide with the deal. A new beef flavour will be added to the range, and from next month a Spicy flavoured multipack will be rolled out.

Pack sizes will remain the same for single bags of Transform-A-Snack – 30g retailing at 20p. Multipacks contain seven 20g bags, with one of these bags forming an introductory offer of one extra bag free. These packs have a recommended retail price of 99p.

Transform-A-Snack was first introduced by Red Mill 15 years ago and is especially popular with eightto 13-year-olds. All snacks are baked rather than fried, and are suitable for vegetarians.

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