AMS brings YAWYE to berries

The first products to be launched under the licence – an all-in-one super-berry breakfast and a mixed berry pot – will be on show at the exhibition, and AMS expects that the first arrivals will be in UK supermarkets by the spring.

AMS Marketing signed a deal with Celador International last Autumn to create a range of You Are What You Eat branded snack packs of fresh and frozen fruits. “We negotiated the licence to the brand in the autumn and since then we have been involved in initial development of our new product ideas,” said Jayson Clark, marketing manager at AMS Marketing. “Our aim is to produce healthy snacks that make berries and other fruit more convenient for the customer to consume. Prepared fruit is an incredible area of market growth which is filling a gap in the healthy convenience market.

“As our business is supplying best quality berries to UK retailers, we are in a unique position to know the product and market, as well as to have the confidence to be able to diversify our existing offering and supply the consumer with something innovative. It is on the back of this that we intend to build the success of YAWYE,” Clark added.

He emphasised the strength behind the YAWYE brand. “Britain is a nation obsessed with food and its effect on our bodies. The You Are What You Eat brand cuts through the confusion of contradictory health warnings and quick fix diets with a clear, informative voice. It’s not a faddy diet of an unachievable regime but a lifestyle brand that teaches us how to eat healthily and how to reap rewards in our general wellbeing. The hugely successful TV series and books have encouraged countless people to invest in their future by eating the right foods today.”

The AMS initiative follows a similar move by Florette, which has the rights to the YAWYE salad range. “We expect orders from the main UK retailers, as well as convenience stores, delicatessens and other outlets,” Clark said.