Eat Natural creates Virgin ‘Mile High’ bar

UK snack bar maker Eat Natural has joined forces with Virgin Atlantic to create a new Mile High Bar - the first snack bar to be created specifically for high flyers and with high altitude in mind.

The Mile High Bar uses cranberries, walnuts and goji berries alongside other ingredients such as sesame seeds, pumpkin seeds and honey to give consumers a lift, “just when they need it”, at high altitude, said Eat Natural.

The first bars were due to appear on selected Virgin Atlantic routes from the beginning of December as part of a revamp of its Premium Economy service.

Charles Vine, Brand Alliances team, Virgin Atlantic said: “We sought out Eat Natural, as it’s a fun, entertaining and innovative food company that fits our mantra for ‘80% natural; 20% indulgence’ perfectly. It’s a brand that shares similar values to Virgin Atlantic and one that we intend to form a long term alliance with, moving forward.”

The brand partnership is part of an ongoing initiative by Virgin Atlantic to enhance every aspect of the passenger experience, using a dedicated brand alliance team to trend spot the most innovative brands and bring them to passengers.

This is the first time that a new and unique recipe has been designed and created specifically for Virgin flyers.

Eat Natural bars are made using natural ingredients in small batches at the ‘Makery’ in Halstead, Essex. They are sold in all major supermarkets and leading independents and specialists across the UK, as well as exported to 15 countries worldwide.

Eat Natural was formed in 1997 and now has a current brand value of £22M and year on year growth of 48%.