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Loyd Grossman is extending his eponymousbranded food range into snacking with the launch of a premium nut mix line.
The TV presenter and writer has teamed up with Premier Foods, which produces his range of sauces, pasta, bread and soups under licence, and nut processor Sun Valley Snacks to develop a product called Loyd Grossman Indulgent Nut Mix.
Three variants of a cashew, pecan, almond and macadamia nut mix have been developed - Caramelised Red Onion, Black Olive and Sundried Tomato.
Principles Agency, the strategic advertising, marketing and media shop based in Leeds, has designed the packaging to reflect the Loyd Grossman brand's values of sophistication and indulgence.
The pack design uses the same core black and cream elements as the rest of the range and reflects the nuts' healthy properties. The useof understated shades of maroon, purple and red for the variants is intended to appeal to upmarket consumers.
The product is being rolled out first in Sainshury's. A supporting press advertising campaign, also created by Principles Agency, is planned for later this year.
Sales of nuts, seeds and dried fruit hit the £500m mark at the end of 2010, a growth of 50% since 2001, according to Mintel. However, sales of peanuts have shrunk by 4% over the past five years to £117m as consumers perceive them as high in salt and fat, instead opting for healthier, more upmarket alternatives such as Brazil nuts, walnuts or almonds.
