Orchard House Irthlingborough Wellingborough Northants NN9 5DB Tel : 01933 653000 Fax : 01933 652525 Web : www.whitworths.co.uk Key personnel Chief executive David Pratt Group finance director Gary Viccary Commercial director Tim Shears Head of Marketing David Smith Key brands Whitworths Athena Great Scott Licensed brand Del Monte The tendency to eat between meals is increasing as consumers' lifestyles become ever-more diverse. The UK snack market was estimated to be worth £10bn by the end of 2000 (source: Mintel, Snacking On The Go, May 2000) with new products generating most of the market growth. Chocolate bars, fresh fruit and bagged snacks remain the three most consumed snacks. Whitworths' consumer research identified a number of traits key to most heavy snackers. On average, consumers ate snacks around four to five times a day ­ mainly between meals. Most of them felt guilty about snacking, as they thought most of the products were relatively unhealthy. Whitworths head of marketing David Smith believes that manufacturers should encourage consumers to incorporate the snacks they eat into a well-balanced diet. "Snacks are often perceived as unhealthy, but they can play a major role in a healthy balanced diet. Dried fruit offers consumers a genuine alternative in the snacking arena. A multitude of fruits can be dried, with most containing fewer calories, less sugar and significantly less fat than many popular lunchbox alternatives." As fresh fruit is one of the most popular snacking products Whitworths has developed a dried fruit snacks range to meet demand. "We've made it easier for parents to provide children with tasty, appealing snacks suitable for all lunchboxes. However, we have removed a lot of the guilt factor' by providing healthy, nutritious snacks," says Smith. The snacking market is still dominated by sweet products ­ which account for three quarters of all snack sales. Smith says: "Whitworths has moved the snacks sector forward with products that are high in vitamins, minerals and fibre yet maintain consumer interest through a variety of colours, textures and flavours." Whitworths and Del Monte, two of the leading names in the fruits market, have capitalised on the popularity of fruit as a snack with the launch of Fruitini Snack Packs ­ a healthy, nutritious, dried fruit snack aimed at young people. Demands on consumer time has resulted in missed meals ­ particularly breakfast. "Whitworths believes that the boundaries of the snacking market are too diverse, with not enough choice for specific times of the day," says Smith. Consequently, the company has focussed a section of its NPD programme on the breakfast opportunity with the launch of two Breakfast Booster 40g snack packs, Fruit and Fruit and Nut. "These are a healthy, single serve cereals topping, or a breakfast snack on the go," says Smith. "Whitworths has developed a number of products offering genuine child appeal in the previously adult dominated dried fruit market. These include the new branded concept, Sunny Raisin 14g lunchbox packs. "Supermarket shelves are bulging with a plethora of different snacks, often delivering mixed messages at price points that have little to differentiate them. Whitworths' response is to combine the health benefits of dried fruit, with specific consumer targeting that offers a genuine point of difference." Whitworths category manager Steve Hollick says: "BMRB conducted research amongst 950 adults, identifying that 37% of all respondents snacked on impulse. The UK multiples are yet to provide consumers with a comprehensive, well merchandised range of snacking products in one location in-store. "Products associated with snacking can be located in many different supermarket aisles with no easy method for consumers to compare alternative products and price points. Retailers are also missing out on the opportunity to stimulate a greater number of impulse purchases through merchandising adjacencies and locations". There is no doubt that snacking on the go is on the increase in the UK. Despite the perception of many snacks being unhealthy, those snacks positioned as a healthy alternative will play a significant role in growing the UK snacking market. {{Z SUPPLEMENTS }}