Eat Natural tries Mile High Virgin sampling

Eat Natural, the cereal bar brand, is launching a bar that has been developed specially for Virgin Atlantic premium economy passengers. The Mile High Bar will be available on selected routes from this week.

The bar, which contains cranberries, walnuts and Goji berries, has been designed with strong flavours because people’s taste buds are less efficient at high altitudes. It will also give passengers a slow-energy release boost during flights.

Goji berries, which are grown in the Himalayas, are expected to become the next “superfood”. They are high in anti-oxidants and iron, and have 21 trace minerals.

Eat Natural co-founder Praveen Vijh says the bar has been designed for consumers that have time to sit back and enjoy it. He says: “Sampling is one of the most effective forms of marketing for Eat Natural and this is sampling in the most relevant way, as people are sitting down on a long flight.”

The partnership is part of Virgin Atlantic’s revamp of its premium economy service, which launches on November 22. It already works with 60 brands, including Gü desserts and Cobra beer, to offer new and different products to its customers.

Virgin Atlantic head of brand alliances Charlie Vine says the airline wanted to work with Eat Natural because it is “fun and innovative”, and shares its brand values. It is hoped that the deal will be part of a long-term alliance between the two companies.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here