Globe Street Wednesbury West Midlands WS10 0NN Tel: 0121 5051500 Fax: 0121 5052424 Email: enquiries@redmill.co.uk Web: www.snacks.co.uk Key personnel Managing director Garry Nield Commercial director James McKinney Sales director David Laurie Operations director Colin Pope Senior brand manager Cathie Foster Key brands Patak’s Authentic Indian Snacks Transform-A-Snack Mr Porky’s Big Bag Range: Cheese Curls, Savoury Sticks, Bacon Bites, Onion Rings, Bacon Streaks, Salt & Vinegar Twirls, Cool O’s Kids Range: Quarter Backs, Tangy Toms, Krunchie Sticks, Oinks, Onion Rings and Petrified Prawns and own brand ranges 2001 has been a busy year for Red Mill. The company has relaunched its top-selling childrens’ snack brand; fused with Indian food purveyor Patak’s and has plans to relaunch its top-selling 50g family bag ranges before the year is out. Red Mill’s alliance with Patak’s to introduce a range of authentic Indian snacks has offered the company a real opportunity to break into the premium snack market. Managing director Garry Nield says: “As one of the UK’s leading manufacturers of savoury snacks, Red Mill is an active innovator within the sector. Whilst consumers enjoy favourite snacks they also have a broad repertoire from which to choose. “Red Mill’s recent successful launch of a range of Indian snacks under the Patak’s brand is testimony to the consumers’ desire for innovation, particularly in the indulgence sector for high value products.” Relaunches are also keeping Red Mill sales buoyant. “We recently relaunched the top-selling children’s range Transform-A-Snack which, thirteen years on, continues to be a firm favourite with the pocket money snack sector.” In addition to developing new products and relaunching existing lines, Red Mill enjoys steady sales from its other branded products ­ including market-leading pork scratching brand Mr Porky, Quarter Backs, Tangy Toms, Krunchie Sticks, Oinks and Onion Rings. Forty per cent of Red Mill’s production is own brand products including tortilla chip, twirls, cheese curls, sticks, rings, scoops and prawn crackers. “The company’s two UK-based manufacturing sites are equipped to develop bespoke snacks to meet customers’ individual requirements,” says Nield. In response to the demand for healthier snacks Red Mill successfully relaunched its Twirls product last year showing growth of 40% year-on-year by highlighting its lower fat than crisps’ headline. Nield says: “We believe consumers are interested in products that support a health lifestyle than dietary versions of existing snacks that lack taste. We also stress that most of our snacks are baked ­ not fried.” As far as display is concerned, Red Mill echoes the sentiments of other snack producers: “Snacks have a high potential for impulse purchase and therefore are easily linked with many other products such as cold drinks, videos, meal solutions. “In terms of attracting consumer interest in new products, in-store sampling continues to be a good form of gaining consumer trial. “Fixtures should also be split by usage occasion rather than pack format, which should allow a reduction in duplication and ease of shopping for the consumer.” {{Z SUPPLEMENTS }}