Loyd Grossman is set to enter the premium end of the burgeoning nuts category through a joint venture with dried fruit producer Sun Valley.

Loyd Grossman Nut Mixes, produced under licence by Sun Valley, go in to Waitrose and Booths next month and are available in three variants - caramelised red onion, black olive and sundried tomato - in nut blends of cashew, pecan, almond & macadamia nut mix (rsp: 2.99).

Sun Valley's marketing manager Jonathan Barr said he expected the newcomer to generate sales of £1.8m in its first year.

"This part of the snacking category has not enjoyed the benefit of true innovation," he said. "Loyd Grossman offers that, plus a 'wow' factor in bringing a leading household name into the fray."

The launch is being supported with press advertising in women's and food magazines, as well as in-store tastings. The range will be listed in Tesco, Asda and Morrisons from September.