Press release, Amsterdam 2001

Are the days of Potato based Snacks numbered?

With Crisps and Nuts being dominant, the traditional snacking pattern of the Consumer is changing towards Snacks made from other Raw Materials. One of these is Rice, a traditional product of which the consumer is well aware of its healthy and nutritional values such as low fat. Rice is now becoming a serious base in the Snack Market. A new Trend has been set.

At the International Food Fair ANUGA, a new Concept for a traditional Oriental Rice Snack will be presented. The product has been fully adapted to the European Markets, especially with regard to Size, Crunchiness, Flavours and last but not least a contemporary Design and Packaging.
The name is RICECRACKS and it is packed in hexagonal Boxes with appealing and attractive colour codes. The flavours suit the snacking palate of the Consumer: Original (lightly salted), Paprika and Cheese-Onion. The development of these flavours and the total Product Concept has been executed in conjunction with local Marketing Agencies, ensuring a European approach and positioning. Thorough Consumer Research showed an unusually high Buying Intention.

The Product is being made by Namchow (Thailand) Ltd. who are specialist in Rice based products and Market Leaders in several Asian Countries.

The RICECRACKS Range will be launched simultaneously in several European countries with emphasis on United Kingdom, Benelux countries, France, Germany and Denmark. Sampling will play a major role in the Support of this Introduction.
The Consumer Price will be £ 0.89 (U.K.).

The European co-ordination is with Namchow's Agent Foodlink B.V. of Holland. The U.K. Import and Distribution will be handled by Baker Bennetts Limited.

Contact for Europe:
Foodlink B.V.
Mr Johannes Woudstra
phone +31 (0)517 394007
fax +31 (0)517 397239
e-mail: info@foodlink.nl

Contact for U.K.:
Baker Bennetts Ltd.
Mr John Bowmer
phone 01706 650356
fax 01706 713939
e-mail: bakerbennetts@dial.pipex.com

Visit the RICECRACKS Stand at Anuga:
Hall 12.2, Booth no O21