Snack on sunshine

The company - wholly owned by Frito-Lay, the world's largest snack food company - has announced the introduction of a new 'better for you' line of snacks to supplement its stable, and says the new development is in line with current global health trends, which have brought about an expansion of product ranges to include snack options that are portion controlled, trans fatty acid free and lower in total fat and saturated fat.

The new range is a first for Simba. "It is a move that will grow our business profitability in the long term," says Lauren Siebrits, the company's Commercial Director.

"We have every confidence that we are making the right move by supplementing our South African portfolio with the new Sunbites umbrella brand which will consist of a variety of different snacking options, starting with pretzels, for the growing band of health-conscious snackers" says Siebrits. The brand is designed to appeal to all age groups who are looking for 'better for you' options without compromising on taste.

Health and wellness categories are showing steady growth, with the pretzel sector experiencing a 19% growth in the SA market (Source: Synovate). This has opened up the opportunity for the company to launch its Sunbites pretzels. The credentials are there – the pretzels are baked not fried, are trans free and have no tartrazine or other artificial colourants and no added MSG. In addition they are high in fibre and also come in a 25g portion controlled pack containing only 416 kilojoules (99 Calories).

"We recognise the critical importance of offering consumers more choices to make it easier for them to achieve a balanced diet and healthy lifestyle, and we are committed to launching 'better for you' snacks - starting with the pretzels," says Siebrits, who adds that the new range does not compromise on the two essentials for a successful snack - taste and fun.