A £4.5m media spend by Masterfoods looks set to drive demand for its Celebrations and Maltesers brands in the run-up to Christmas.

The substantial spend has been determined by the company’s research that found brand power influences 60% of consumer purchasing decisions. Other developments for the festive season include the introduction of a new gift Cube and more retailer-focused packaging on Masterfoods’ products to help optimise sales and profits during the Christmas 2006 trading period.

01753 550055