C4's You Are What You Eat trades on high ratings

TV series You Are What You Eat is licensing a range of 'healthy snacks' as it seeks to capitalise on its popularity with would-be dieters and healthy eaters.

The maker of the show, Celador, has licensed snack manufacturer Sun Valley to produce You Are What You Eat-branded packs of seeds, nuts and fruit mixes that follow the diet guidelines of the successful Channel 4 series.

PR shop Mason Williams has been brought in to promote the products, which will launch in mid-April.

The range will be aimed mainly at women, but also men, who want healthy snacking 'on the go'.

The agency, which won the communications account after a three-way competitive pitch, will handle trade and consumer public relations.

'These are all-day nibbling snacks that are a healthy alternative to chocolate and crisps,' said Sun Valley marketing manager Jonathan Barr.

The range will be sold in supermarkets such as Asda and Spar and off-licences, with a starting price of 99p for 100g bags.

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