Channel 4's You Are What You Eat branches out with snack range

LONDON - Channel 4 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.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.