In the best possible taste

Consumers' desire for healthier options has prompted snack manufacturers to be more inventive

to keep things flavoursome

Eat this, don't eat that, high in sugar, low in fat — the food police have been working overtime over the past few years and hardly a day goes by without a new food warning or health scare.

As a result, the demand for healthy snacks in pubs has enjoyed a meteoric rise with manufacturers forced to alter production methods to create products lower in fats and salt.

"All manufacturers are focusing on healthier options," confirms 3663 national account marketing manager Faye Reeves. "They keep bringing out products fit for a healthy consumer. It might be as simple as a wholemeal breadcrumb on fish, but we are seeing much more of those types of tweaks with the message of 'fresh food, freshly prepared'."

United Biscuits is one of many snack manufacturers that have sat up and listened to customer demand, as the firm's commercial manager Nick Stuart explains: "We've been on quite a journey since the turn of the century. Part of being a successful manufacturer is anticipating consumer requirements and we detected the desire for healthier foods some time ago. As a result we have taken measures such as reducing salt levels, very slowly so consumers don't notice the difference."

To date the firm has managed to reduce saturated-fat levels in its McCoy's range of crisps by 55% and it has also introduced a range of healthier baked nuts. These reductions have been achieved, according to Stuart, without a loss of flavour. "Snacks are treats. They're meant to be fun and are not part of the main diet. One way we can help people still have fun is to retain the great flavour, but at the same time make snacks healthier."

Snack operator Walkers has also made major inroads in terms of providing healthier snacks through its Baked and SunBites ranges, which Phil Childs, customer business manager for the licensed channel, claims are the biggest category launch of the last two to three years and are currently performing "really well".

Walkers also re-launched its existing range with new low-in-saturated-fats and low-in-salt crisps, in addition to bringing the brand back to Britishness by promoting the fact that the firm uses 100% British potatoes.

On the hot food side, McCain has gone down a similar route, with a key strategy strapline being "It's all good". Wherever possible the firm is taking out additives, artificial flavourings and colourings, and reducing salt and fat levels. The move has been partly driven by the increasing numbers of families in pubs.

"More families are eating in pubs and parents are looking for healthier alternatives," explains Adrian Greaves, associate director of foodservice at McCain. "And as pubs increase their food audience throughout the day, they are finding customers don't want indulgent products all the time."

In addition to offering healthier options, the push by food manufacturers to create versatile products also has its health benefits, according to Daloon Foods (UK) foodservice general sales manager Simon Cliff.

"We go to some lengths to try and create products that will both oven bake and deep fry from frozen, to give caterers flexibility ," explains Cliff. The fact that a number of the products developed by the likes of Daloon and McCain can be grilled, deep fried or oven baked, even provides the opportunity for hosts to ask customers how they would like their meal cooked.

Simple menu changes could also bring about major health benefits. For instance, that portion of chips or crisps that would usually accompany a sandwich might easily be replaced by a salad — a healthier option that doesn't bear a substantial extra cost. (And when it comes to healthy alternatives, evidence suggests that customers are prepared to pay extra).

The public's desire to lead healthier lives has forced manufacturers to respond by creating healthier versions of existing products — and conjuring up new healthy options — but without an obvious loss of flavour or quality. Snacks still remain guilty pleasures, although there is definitely more of an emphasis on the pleasure than on the guilty part these days.

Berry good nibbles

The nation's current thirst for healthier products could in turn lead to some unusual new entries hitting the pub snacking sector. Ocean Spray, already a well-known brand in pubs through its cranberry juice drink, recently launched a new product line called Craisins — sweetened dried cranberries.

While the firm is currently targeting the major multiples with the product, Ocean Spray's brand manager for UK foods Vicki Sew Hoy says that they are also weighing up opportunities in the on-trade.

"Pub snacks are usually quite unhealthy, but consumers are looking for tasty healthy snacks and that's exactly what Craisins are," says Hoy. "Pubs don't just sell crisps and peanuts any more — there are lots of different offers out there such as wasabi peanuts and rice crackers, and while I don't see such snacks taking over the role of crisps or peanuts they will supplement them."