Product: Smoothie Bites Company: Mister Gorller Launch date: November 2006 Smoothies and cereals are already big success stories and a new snack product aims to combine the best of both. Smoothie Bites is looking to tempt snackers away from crisps, chocolate and cereal bars and into bite-sized, wheat-based parcels with fruit smoothie filling. "The inspiration was a desire to deliver a unique, great-tasting, but healthier product," said Neil McCollum, founder of manufacturer Mister Gorller. The former food scientist has come up with two variants in 35g bags, which sell for 75p. McCollum has previously developed products for major food companies, such as United Biscuits, Cadbury's and Jordans. He has worked with cereals, snacks and chocolate for 15 years and used this experience to come up with Smoothie Bites. "It was also partially driven by a lack of real innovation coming from some of the large multi-national companies," he said. "Companies don't take risks or they come up with technology-driven products without taking packing or positioning into account." He is targeting young adults - the most typical buyers of smoothies - with the launch. "The product lends itself towards early morning but can be eaten throughout the day. The bags are only 35g but they do fill you up, and with 158 calories per bag, they contain less fat than crisps. It is also a very different positioning from cereal bars because Smoothie Bites are individual pieces," he said. The product is designed to be eaten on its own but McCollum said the company was testing out a modified version which would work as a cereal, as well as another impulse product and a blueberry variant of Smoothie Bites. Makro is the first national chain to stock the product and McCollum is in talks with other multiples. Smoothie Bites have already been exhibited at a couple of food shows this year while McCollum also plans to use press adverts and a sampling campaign in regional papers to profile the product. "People are more prepared to take a risk if they can try a product first," he said. "We need to drive trials as quickly as possible."

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