The Oregon-based privately owned company is marketing its new Kettle brand Bakes line as "heavy on flavour but light on fat and calories".

The first products in the line, to be introduced in early 2006, are Bakes potato chips, which will be available in three flavours: Aged White Cheddar, Hickory Honey Barbeque and Lightly Salted.

According to the company, the new potato chip range is made from fresh potato slices instead of compressed potato flakes, and contains 65 per cent less fat than regular potato chips.

The company also markets the product as containing "no trans fat, cholesterol or MSG".

"Consumers deserve - and are demanding - great flavour. Yet, for a lot of people 'low fat' equals low taste expectations. With Kettle brand Bakes we've set a new flavour standard for 'better for you' snack foods," said Carolyn Richards, flavour architect of Kettle Foods.

"We've crafted a reduced fat potato chip that delivers on Kettle Foods' reputation for great flavour, and is true to our all natural ingredient commitment. That's a pretty significant development in this category," she added.

"The growing market for better-tasting, more healthful, or "better for you," products fits into trends identified in the 2004 Hartman Group study 'Obesity in America' which found that consumers are changing the way they approach dieting."

According to Laurie Demeritt, president of The Hartman Group, consumers place a premium on having choices. "They want healthy food options, but they also want indulgent options. They do not want to feel they have to accept one or the other. As such, they are looking for products that achieve a balance of taste and health."

Next in line in the Bakes product range are organic baked pretzels, which the company says will be available in 2006.

External links to companies or organisations mentioned in thisstory:

• Kettle Foods