Own-label sweetcorn supplier Barfoots of Botley has launched its first branded product a bag of cob segments designed to be eaten as a snack.

Sweetcorn Bites (rsp: £1.99 for a pack of eight) went on sale in Waitrose this week. They can be microwaved or cooked using traditional methods, and four bites count as one of an adult's five-a-day.

Barfoots said research had shown consumers were often put off buying sweetcorn because the portion size was too large and inconvenient. The company also hoped its new product would encourage more consumers to eat sweetcorn during the winter and drive value in the category.

"Its versatility makes it great for a broad audience, from kids to grandparents," said commercial director Jon Barfoot.

The launch is being supported by a website sweetcornbites.com and in-store promotions.