Burton's Foods and Ryvita are going head to head with two major launches in the healthy savoury snacks market this summer.
Burton's Foods is making its first move into savoury impulse snacks under its Bertolli licence next month, following the launch of larger sharing bags in April 2007.
The three-strong Baked Bites range is targeted to exceed the £5m sales achieved by larger sharing bags in the past year. Burton's believes there is a larger target market, with new impulse sales channels open to the 30g-bag lines, said category controller Sue Garfitt. "About three quarters of adults snack while they're on the go, which means there's a potential market of five billion occasions," she said.
However, the range will not flag up its low-fat credentials, instead focusing on the natural health benefits of olive oil and its Mediterranean associations.
The savoury biscuit sector is worth £286m, of which £92m is from healthier snacks. But the market has declined 10% year-on-year as it has been focused on "low fat without enough consideration for taste", added Garfitt.
Ryvita, meanwhile, is making its first foray into crisps with new brand Limbos. The three-flavour range is 90% lower in fat than standard crisps as they are baked not fried, with 70 calories per bag. They also contain no artificial colours or preservatives, are 82% wholegrain and made from only British wheat.
"Given Ryvita's healthy snacking heritage we wanted to develop an alternative for consumers demanding more," said marketing director Nigel Nelms.
The move comes after sales were flat for the overall £39.5m Ryvita brand in the past year [Nielsen 52 w/e 22 March]. Its Minis range fell 13.5% to £8.6m, while Rice Cakes slumped 80% to £121,000.
Both new brands will be supported with sampling and in-store activity.