Diet management snacking brand Fibre One will this month launch a cinnamon variety as the fourth in its portfolio.

With an RRP of £2.89, in line with the rest of the range, the bars contain cinnamon flavoured pieces with a vanilla drizzle.

Fibre One will triple its ATL presence in early 2018 with a return to the small screen of its tongue-in-cheek “Turn Around Barbara” TV advertising campaign. The 30-second ad follows women discovering the indulgent diet-friendly bars to the tune of Total Eclipse of the Heart.

The ad run will be complemented by a paid-for Instagram and Facebook campaign, as well as in-store shopper marketing and promotional activity. It will return for a second burst later in the spring of 2018.

Arjoon Bose, marketing manager for snacking at General Mills which owns Fibre One, commented: “This is an exciting and pivotal time for our Fibre One brand and we are thrilled with its success over the last 12 months. Our ambition is to be Britain’s most popular diet management brand, so expect our activation on Fibre One to really step up this year.

“The diet season is Fibre One’s most important time of year and we want to make a splash in these traditional dieting weeks to introduce more consumers to the guilt-free indulgence of the Fibre One brand. We expect the Cinnamon Drizzle Squares bar to be another hit in the brand’s ongoing success story and we are excited to bring our popular ad back to support.”