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The x cube
Initially to be launched as a limited edition, the Oxo cube is to be replaced with an x-shaped block. The size and weight of the block is to remain unchanged but the idea is that the notches on each side will enhance the crumble. There is also to be a reduced salt version and the promotion will include a £2m campaign. Over two million cubes are sold around the world each day. What would the Oxo family make of it?
The Grocer, 1 August 2009, p26
The Times, 3 August 2009, p15
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