Penguin UK’s Puffin imprint has cut a deal with Asda to print excerpts from several Roald Dahl titles on cereal boxes. Oddly enough, Dahl once wrote: “Do you know what breakfast cereal is made of? It’s made of all those little curly wooden shavings you find in pencil sharpeners!”

According to The Telegraph, the excerpts will appear in at least ten million Asda brand cereal boxes sold in Asda supermarket chains. The excerpts will be drawn from The Witches, The Twits, The BFG, Danny, the Champion of the World, and Charlie and the Chocolate Factory.

Penguin Children’s Books managing director Francesca Dow explained in the article: “There is a real awareness in the publishing world that there is an increasingly tight competition for children’s time, especially from digital activities such as games consoles, as they grow up.”