Herbal salt targets mass market

The UK arm of a Swiss health food firm, Bioforce, is planning to bring a niche health seasoning product to supermarket shelves.

Created by Swiss naturopath Alfred Vogel, Herbamare is a herbal sea salt that is processed in the Alsace. Organic vegetables, herbs and kelp are steeped in sea salt from the Camargue for weeks before being dried. Bioforce says this process infuses the salt crystals with the full flavour of herbs and vegetables.

The product has been selling well in Holland & Barrett's health food shops but research by IPSOS-Mori indicates that it's time to bring it into more mainstream channels.

Bioforce's business development manager, Gareth Bird, said: "We're bringing something new to the UK's supermarkets: an all-purpose seasoning product that is free from gluten, lactose, hydrogenated vegetable oil and monosodium glutamate."

The firm has been in talks with the major supermarkets, from which it has received "a lot of interest". The product's packaging is being redesigned to orient it away from its health food store origins towards more mainstream consumers. The relaunch is planned for 2011.