All Natural Slims - healthy snacks proving a market success

All Natural Slims, a low calorie alternative snack recently launched by JFC Distribution, is proving a major marketing success and is poised to expand business in the Republic of Ireland.

Based at Roslea in Co Fermanagh, All Natural Slims are multi-grained popped crackers that are both fat and sugar free and have less than 20 calories per cracker. The crackers are popped from multigrain seeds using heat but not oil.

The new natural crackers are available in three delicious flavours - Original, Onion and Honey Wheat and retail at £2 for a pack of 13 crackers. Launched a few months ago, the three-strong range of All Natural Slims are already on sale in over 1,000 stores, mostly independents, in Northern Ireland and the Republic of Ireland.

"The slim pops are proving extremely popular with customers looking to keep a balanced diet. The flavours can be enjoyed in many different ways from a dipping snack to a salad bowl. JFC Distribution launched the brand to meet the rapidly growing health and wellbeing trend particularly among parents concerned about keeping children on a balanced diet. All Natural Slims is a healthy snack that can be enjoyed as a sweet or savoury snack.

"The popped crackers can also be used as a meal accompaniment," marketing manager Noel Allen says. "All Natural Slims are a healthier alternative for consumers focused on a balanced diet and seeking to move away from the traditional snacking products of crisps, sweets, and chocolate. We are on a mission to ask consumers to eat healthy and pop with all Natural Slims. Feedback from consumers has been hugely positive and we are very exciting to be launching our first sampling and educational campaign later this year.

"Our objective is to build on existing success in Northern Ireland and develop the south of Ireland, a market with huge potential which we can service easily from our base close to Co Monaghan."

All Natural Slims is the brainchild of James Connolly, owner JFC Distribution, based in Roslea, a successful distributor of confectionery products including its own brands Love sweet and Sweet Supreme.

JFC has an established loyal network of customers among independent retailers in both parts of the island. The decision by Mr Connolly is based on extensive research into snack markets in the UK and Republic of Ireland. The company employs over 30 people at Roslea, with plans to employ a further 10 later this year.