British supermarket Asda, Penguin UK imprint Puffin, and the estate of Roald Dahl have teamed up with the hopes of reinvigorating literature in the eyes of younger audiences.

British supermarket Asda, Penguin UK imprint Puffin, and the estate of Roald Dahl—the British writer most popular for his fantastical children’s books—have teamed up with the hopes of reinvigorating literature in the eyes of younger audiences. They'll do it by mixing bite-size chunks of Dahl's greatest works right into British kids' frosted flakes.

Asda plans to reproduce short excerpts from Dahl’s The Witches; The Twits, The BFG; Danny, the Champion of the World; and Charlie and the Chocolate Factory on at least 10 million boxes of Asda-brand cereal to be sold in the coming weeks. The excerpts will replace normal puzzles and games printed on cereal boxes that kids are used to doodling on and filling out as they eat their morning meal.

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