Tweedside Trading Estate, Berwick-upon-Tweed Northumberland TD15 2XF Tel: 01289 307451 Fax: 01289 309288 Key personnel Managing director Maisie Gladstone Sales and marketing Forbes Simmers Key brands Hi-grain Multi Grain Snacks While exotic flavourings and add-on products such as dips are being created there is a also a big demand for a healthier product ­ particularly for children. Research shows that the UK has the highest consumption of snack products, spending some £3.1bn last year. This huge growth of the sector reflects the population's changing eating habits, as there are less set mealtimes, more eating on the run and increased use of car snacks. Most of the bagged snacks available can contain up to 35% fat of which over half is often saturated and even those claiming to be lite' products are usually only a 1/3 lower. In response to this demand for healthier snacks, Cereal Foods is to launch Hi-Grain ­ a low fat multi-grain snack. Cereal Foods spent three years developing Hi-grain. The criteria was to produce a snack product that would answer the health issues while at the same time appeal to consumers across the board. Cereal Foods managing director Maisie Gladstone explains: "Potato-based products were rejected because not only is the market overcrowded but it is hard to be innovative other than by using an extruded product in a different shape and research showed that consumers did not perceive these snacks as being healthy'. "We chose different types of grain including some wholegrain which allowed us a certain amount of flexibility both in texture and colour. It also has a fairly neutral base which can successfully take up both sweet and savoury flavours and therefore appeal to a wider range of consumers. "We use olive oil to obtain crispness and because it is healthier, natural flavours are baked into the product so there is a real depth of flavour that spray on alternatives cannot achieve." After months of research and consumer tastings Hi-grain is being launched in three popular natural flavours ­ Caramel, Mediterranean Tomatoand Cheese. All three flavours are between 93 - 95%fat free. Gladstone says: "Over a million samples have been distributed this summer throughout the UK and initial response has been overwhelming. All three flavours have proved to be popular across both genders and throughout the age ranges." Packed in 25g foil packs designed to stand out on shelf, the design shows the company logo ­ a traditional windmill and each pack carries the company message Tomorrow's Food Today'. The Cheese flavour comes in shades of yellow and ochre, Caramel in shades of brown and cream and Mediterranean Tomato in vibrant reds. Initially all packs will carry a new' flash. Cereal Foods will be spending over £200,000 to promote the launch below the line in an extensive and continuous sampling programme and an extensive media relations campaign in womens magazines and national newspapers. Support advertising both in trade and consumer magazines early in 2002 is also planned. Hi-grain cereal snacks carry a rsp of 49p and are sold in boxes containing 24 packs and 128 boxes per pallet. {{Z SUPPLEMENTS }}