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.