Valeo Foods invests €500,000 in Kelkin’s new healthy snacking range
The Kelkin Natural Biscuit Company becomes Ireland’s first lower sugar children’s biscuit
Print24 August 2015
Valeo Foods has invested €500,000 in its new healthy snacking range, The Kelkin Natural Biscuit Company.
The new range, which has been in development by Valeo Foods for the past 18 months, was created in response to changing consumer habits and increasing demand for healthy children’s snacks, with healthy snacking being the number one aspirational goal for Irish mothers, according to new research conducted by Coyne Research.
The Natural Biscuit Company has already been launched in the Republic of Ireland but Valeo Foods also plans to introduce it into the UK in October.
Commenting on the launch, Oliver Sutherland, chief commercial officer, Valeo Foods said the company was “delighted to be launching this range” which has “on average half the sugar content of our closest competitor” and is “particularly proud to be pioneering the next phase in healthy snacking trends”.
The new product range is being supported by a fully integrated marketing campaign which is anchored by a new TV advertisement that went to air on Wednesday, 19 August.
Through its investment in The Natural Biscuit Company, Valeo Foods has become the first food producer to introduce lower sugar biscuits for children into Irish supermarkets and will be targeting a significant portion of Ireland’s €7.6 million kids biscuit market which forms part of an overall snacking category which is estimated to be worth €91 million per year.
This investment follows the recent acquisition of Kelkin by Valeo Foods, which most recently acquired Italian food producer Balconi; specialists in the production of sponge based cake products, wafers and biscuits.
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