Derbyshire-based Marbran Ltd is the latest company to be put in the spotlight by HGCA’s Supply Chain Partnership, as an excellent example of how innovation can work in the cereals industry. Entrepreneur Gareth Smith founded the company to market and distribute Crips, a low fat, healthy snack invented by his father, who is a food technologist.At roughly 25% of the saturated fat of crisps, this combination of wheat and potato is baked rather than fried. Its introduction in 2007 coincided with a move in the market towards premium snacks. The ongoing trend towards reducing saturated fat in the diet has been further emphasised by the consumer campaign launched by the Food Standards Agency this year.

You can hear or download an interview Gareth on the story of Crips, and the lessons he has learnt at www.hgca.com/supplychain

Also following the trend towards healthy eating is Moma Foods. When he worked in the city, Managing Director Tom Mercer spotted a gap in the market for a healthy, take-away breakfast product. He devised a recipe involving yogurt, fruit, apple juice and British oats, and carried out his own market research among commuters on Waterloo station. Moma’s first stall was a converted filing cabinet, but Tom has built the business up to its current size with eight stalls on London’s mainline stations, as well as selling through Costa Coffee, John Lewis, Waitrose and Virgin Atlantic.Tom continues to develop the business, and to respond to consumer demands for new, innovative products. You can hear or download an audio interview with Tom, or see the video at www.hgca.com/supplychain