The Publication For The Grocery Trade

Snack Mavericks New... riceworks™ gourmet brown rice chips

Riceworks™ Gourmet Brown Rice Chips is an exciting and innovative new concept from leading global snack company Snack Alliance. Extensive research by Snack Alliance in the UK revealed that consumers are increasingly confused and frustrated by healthy eating information. There is a sense that 'healthy eating' means sacrificing flavour and that tasty snacks mean foregoing a healthy approach to a balanced diet. The research also showed that consumers are actively seeking snacks that are both intrinsically 'good for you' and indulgent. Snack Alliance has addressed this challenge head on with the launch of new riceworks™ Gourmet Brown Rice Chips. Unique to the market, the chips are made from wholegrain brown rice - one of the most digestible carbohydrates and a great source of fibre, crisped rice and a special blend of rice flours. The result is a chip that's not only free from cholesterol but is also delicious and suits a healthy approach to eating. Made with all natural ingredients and with no preservatives, stabilisers or additives, there's no unpleasant aftertaste or oily, powdery residue. Eating the right food all the time isn't always straightforward, but riceworks™ Gourmet Brown Rice Chips make it easy to eat well. There's no compromise on premium quality, maximum taste and, thanks to a patented process, super crunch. The chips are wheat and gluten free and also ideal for people suffering from food allergies and vegetarians. riceworks™ Gourmet Brown Rice Chips are simply as tasty as they are good for you. The four varieties are: • Sea Salt • Sesame Soy • Sweet Chilli • Salsa Mexicana To guarantee standout, the chips are presented in unique matt packaging, featuring distinctive full colour graphics that demonstrate both the wholesome and indulgent attributes of the product, using friendly, approachable language to highlight the use of whole grain brown rice. An innovative new website launches this month to raise awareness of the product's 'heavenly' attributes over 'hellish' junk food alternatives and an extensive PR campaign, nationwide promotions and sampling activity will support the introduction. riceworks™ is currently being rolled out in both Canada and the US following successful test markets. The brand will also be launched into other countries over the next year. Mark Haley, Managing Director International of Snack Alliance, comments: "The launch of riceworks™ marks a sea change in the snacks category. We are redefining healthy eating and giving consumers permission to snack on products that are intuitively 'better for you' but do not compromise on great taste. "The brown rice ingredient is a clear and understandable signpost for consumers with the majority recognising the inherent goodness of this grain. Combined with the fact that the products deliver pleasure and satisfaction and promote healthy living, riceworks™ appears well suited to tap into current consumer demands." With an RSP of £1.49 for a 150g bag - designed for sharing - riceworks™ Gourmet Brown Rice Chips are available in Tesco stores and the Whole Foods Market now. www.allheavennohell.co.uk