Unit 7, Westpoint Clarence Avenue Trafford Park Manchester M17 1QS Tel: 0161 952 7000. Fax: 0161 952 7001. E: ccsalesadmin@cookiecoach.co.uk Web: www.cookiecoach.co.uk Key personnel Managing director Hilary Greaves National accounts director John Masters Key account managers Adam Rowinski and Donna Grimshaw Key brands Low-Sugar Shortbread Wheat-Free Bars All-Natural Cereal Bars Organic Flapjacks An independent company can't achieve and hold a leading position in the increasingly competitive snack market without constantly striving to move forward. Cookie Coach Company believe it is this approach that has given them the edge over its competitors. Managing director Hilary Greaves explains: "Where Cookie Coach has led the way, in broadening the range and type of snacks, cakes and morning goods available for busy people to eat on the move', the major brands have followed seeking a share of this buoyant market." But Cookie Coach is determined to remain at least a couple of steps ahead. "The company is now driving the quality and taste standard in healthy eating snacks that deliver instant satisfaction without the guilt trip." The success of the Cookie Coach Healthy Eating range of high-energy bars, organic and fat-free flapjacks, dried fruits and 97% fat-free cake bars has been the basis for significant market growth. Now Cookie Coach is building on its reputation for healthy eating products with the launch of no added sugar shortbread and chocolate chip varieties, wheat free bars and all natural cereal bars that combine superb taste with healthier ingredients and recipes. Greaves and her product development team are constantly on the lookout for new product ideas with which to feed the demand for healthy eating snacks, drawing inspiration from a variety of sources including the US and Japan. "There is still a big market for our delicious originals. We continue to meet the demand for snacks purely designed to feed cravings in workbreaks or journey stops, when only a cake or a cookie will do." However, healthy eating is a dynamic market where the major brand names are seeing an opportunity in which to develop and diversify its ranges. "The demand among consumers for healthier products began with specialist suppliers and as people become more body conscious and concerned ­ not just about the taste of food but what health benefits it offers. For example, parents now, as a matter of course, study the labels of products to determine the content." Cookie Coach realise that consumers are now canny enough to know that putting a healthy' sticker on the packaging isn't enough. Presentation must be right ­ but the most important aspect is taste. "There is no point in producing healthy snacks if no-one wants to eat them, so our starting point is the taste. Because most of these purchasers are opportunity buyers ­ typically in cafes, health clubs, service stations ­ the product must also look good in the packet, so we ensure they can actually see what they are getting." While driving the mainstream move towards healthier snacking, Cookie Coach is careful to address the needs of groups such as diabetics, with low sugar foods, and also aims to satisfy Coeliac sufferers with new wheat-free bars to be launched in Autumn. "Cookie Coach has also led the way for independents by entering into the supermarket environment ­ most recently Tesco, who choose Cookie Coach to supply a range of snacks for more than 300 in-store cafes and coffee shops across the country," says Greaves. The supermarkets and service stations are becoming more pro-active in presenting the products through packaged sandwich-drink-snack deals and placing displays next to sandwich fridges, but Greaves would like to see a more dynamic approach. "Cookie Coach is working on initiatives designed to bring healthy snacks to the fore. We would like to see more healthy snacks alongside other impulse foods, either near to the checkout or in dump-bins or displays in cafes. We have produced healthy eating displays that have proved popular as counter top items in cafes. "Ultimately our success has been based on the principal that there is no substitute for quality ­ in ingredients, packaging and presentation, and in taste ­ to satisfy the appetite for fast moving snacks." {{Z SUPPLEMENTS }}