A functional start to the day
functional breakfast cereal range. Fit Crisp contains high levels
of dietary fibre and nine key vitamins and minerals, and may be
extended to other European countries if Swiss trials prove
Swiss cereal maker BioFamilia has launched a new muesli in its functional range, targeted at people who want to keep in shape.
Fit Crisp contains high levels of dietary fibre and nine key vitamins and minerals, including folic acid, magnesium and calcium. The company claims that a 50g portion of the cereal, with 1.25dl of milk, offer between 15 and 60 per cent of the RDA of these vitamins. There is also a small inulin content.
The product is already available in major Swiss supermarkets and retails at around SF6.90 for a 500g pack. Smaller packets are being used for promotional purposes. A print-media advertising campaign is also set to launch next month.
Fit Crisp is the third product in the company's functional food line. The muesli is designed to give energy, and because of the high level of dietary fibre and the low fat content (5 per cent), the muesli is said to satisfy hunger longer than sugary foods. The cereal contains cranberries instead of raisins, to add sweetness.
BioFamilia said that Switzerland is considered the test market and the cereal may be launched further afield in the future. Promising sales have already been seen during the first two months on the market, according to the company.
Other products in the range include Familia c.m Plus, which provides calcium, magnesium and vitamin D for bone health, and Familia a.c.e. Balance with added vitamins A, C and E to boost energy levels.