High on this week’s “I wish I’d thought of that” list comes the new Oloves brand pictured here in UK supermarket ASDA.

30g of Olives for 75p – means £25/kilo! – yet positioned by pack and branding as a permissible impulse snack – priced as an alternative to a chocolate bar, rather than a very expensive way to buy Olives.

This product follows the trends we see for snacking permissibility by natural ingredients and the consumer rejection of some ‘false-healthy’ cereal bars… though it remains to be seen whether the on-pack heart graphics will fall foul of the EFSA health claims rules when the dust settles.

For more on the role of health claims in your brand’s success you might like to see the two sessions at FIE in Paris on the subject which will be held by HMT’s Peter Wennstrom and Neal Cavalier-Smith. Or our forthcoming White Paper on the same subject.