The Publication For The Grocery Trade

New Love Bars add irresistible goodness to healthy snacking

Healthy fruit and nut snack specialist Whitworths is launching a new brand, set to create a new benchmark in the healthy snacking category. Love is a range of pure fruit and fruit & nut bars, targeted at women aged 24 - 45 keen on a balanced lifestyle. It introduces a clear point of difference and sets new standards in the better for you snacking market, with a brand proposition of 'irresistible goodness.' As part of a rolling launch, listings have been secured with Tesco and Somerfield in September and October, with the range being introduced to the rest of the trade early in the New Year. Whitworths' Marketing and Business Development Director Neil Hepplewhite says Love will act as a new reference brand for the category. Research identified an opportunity for a real brand to enter and lead the category. "Consumers have become wise to products masquerading as healthy snacks. Equally, our research has shown that most healthier snacks are perceived as bland or boring. "Our challenge has been to develop innovative healthier products without compromising on taste and which therefore deliver on irresistible goodness. "Love bars will meet demand from busy working mums in particular, who want to enjoy tastier, nutritional snacks that are better for them and their families." Love Fruit & Nut Bars include Macadamia & Apricot (30g), Almond, Apricot and Yoghurt (35g) and Mixed Fruit & Nut (30g). The hand-made range contains 100% natural ingredients and no added preservatives or colours. The bars are all gluten free, low in sodium and a source of natural fibre, retailing in multi-packs of three for around £2.29p. There are three pure fruit bars in the Love range. They are Mango & Pineapple (35g), Pear & Raspberry (35g) and Peach, Apricot & Sultana (35g). Unlike other fruit bars on the market each high fibre bar is made using real fruit pieces, with no added preservatives or colours and containing only natural sugars. The range will retail in multi-packs of four at approximately £2.09p. National marketing support for the new Love range will be spearheaded by extensive and highly targeted consumer sampling, complemented by PR and promotional activity across women's interest media. The bars represent the first phase of developing the Love brand, with additional products joining the range over 2008. Whitworths Tel: 01933 653000 www.whitworths.co.uk