Kestrel Foods is launching pocket-sized premium snacks, relaunching its larger Leaf range and eyeing international markets as it kicks off plans to double sales to £16m by 2011.
The Northern Irish company is currently rolling out a range of six pocket-sized dried fruit pouches and is expanding its Leaf range of nuts, dried fruit and mixes for everyday snacking from 32 to 43 lines in May. Both ranges are part of the Forest Feast brand.
The larger range, which will also carry GDAs for the first time, is its most "decadent" to date, and includes yoghurt-coated blueberries and white chocolate-coated strawberries. It has replaced outdated formats, such as dried fruit in trays, to position the range squarely as a healthy snacking alternative. In addition to the UK, Forest Feast is sold in five other countries but Kestrel has now opened discussions with retailers and distributors to launch the brand in Dubai, Belgium, the Netherlands and Spain, said sales and marketing director Lorraine Hall.
To support its plans it is launching its first above-the-line campaign this year, spanning radio and press. The ads, backed with a six-figure investment, will run in Northern Ireland and the Republic followed by Britain next year.
Kestrel is also to expand its seasonal offer with a premium Christmas gift range.