Food Doctor looks to mainstream categories for growth

Food Doctor looks to mainstream categories for growth

UK health food group The Food Doctor has indicated it is eyeing growth in "mainstream" product categories in the UK, with plans in the pipeline to launch snack and cereal products in the next six months.

"We have NPD planned for launch [in the] end of Q1 and Q2 in the snacking and breakfast cereal categories," commercial director Paul Wynn told just-food today (19 November).

According to Wynn, The Food Doctor's strategy has been to develop healthier options in categories that already have a high level of consumer acceptance. For example, Wynn pointed to The Food Doctor's launch of lower-fat, higher-protein and fibre popped crisps, Crisp Thins, earlier this month. In 2011, The Food Doctor launched "wholesome pots", based on grains rather than noodles, and granolas with no added sugar, Wynn added.

"The Food Doctor is bringing health to a mainstream category for mainstream retailers whilst offering the natural/healthier food trade the opportunity to operate in a category with high consumer penetration," he explained.

"We look to maximise our distribution to any eating or purchasing occasion. As well as extending distribution to as many retailers as possible, both big and small, The Food Doctor products are becoming increasingly available on trains, planes and in office catering."