New supermarket listings for Just Live a Little

Just Live a Little, the Northern Irish producer of breakfast cereals and healthy snacks, has strengthened business with Tesco and Sainsbury.

Based at Portaferry in county Down, the family-owned and managed company has won new business with the two supermarkets in Northern Ireland for its Yogurtberry and Fruit Chew Granola super-flapjacks. The handcrafted flapjacks have been listed for 26 Tesco NI stores and 14 Sainsbury outlets.

Both supermarkets already list the company's premium breakfast cereals. The latest deals introduce a new line from Just Live a Little. Both are listing the company's multipacks of three 45g individual flapjacks.

The business is run by husband and wife team David and Jill Crawford, who started their journey four years ago, when they began selling their homemade yoghurt and granola at local markets.

Commercial director Jill Crawford says: "The new listings for the flapjacks enhance our position with both supermarkets and is an important boost for us in the Northern Irish marketplace.

"We've been working both supermarkets for the last few years and our relationships have gone from strength to strength, which has given us the confidence and resources to expand our product range to meet customer demand.

"We started making the granola so that our family could enjoy it with our homemade yoghurt. We never imagined that it would have taken off the way that it has but we're delighted it's become so popular and everyone can enjoy it.

"We're a small family company and work together every day to produce the best quality products. David does all the baking and our children, Ollie and Mya, are often around helping too.

The award-winning brand is continuing to expand rapidly, with the company investing in a new team member, to oversee merchandising across Northern Ireland.

Jonathan McWhinney, packaged food buying manager for Tesco Northern Ireland, adds: "Just Live a Little is a fantastic local, family-owned company and it's great to see its success shows no signs of slowing down. The new listing is a credit to the quality of the range, and is a result of growing customer demand for healthier alternatives in the on-the-go snacking category."