TV doctor Adam Carey has joined forces with nutritional advisor Fred Wadsworth to launch his own range of hunger-suppressing “performance” snack bars.

The newcomers are PF Fruit Flapjack and PF Chocolate Hit, launched under a new Performance Food label. They will be backed by a £500,000 marketing spend.

Rsp for the 55g bars, said to be “scientifically designed to improve personal performance”, will be around 89p. Initial listings include Safeway and Holland & Barrett.