SITTING down in front of Britain's favourite soap opera after a hard day's work gave marketing manager Dilys Day food for thought.

Barmaid Betty's hot pot had become a lunchtime institution in the Rovers Return. And with 18 million loyal viewers tuning in three times a week it was a brand that product managers would give their right arm for.

For Dilys, then in her first few weeks at Walter Holland & Sons, the potential link-up between her company and the programme's infamous pub grub was just too good to miss.

Both were strong Northern brands with mass market appeal and had a traditional wholesome image. The advantages to Holland's of a commercial tie-up with the 'Street' were many.

Perhaps the most important was that it would give the company an opportunity to establish its brand name further afield.

More than 90 per cent of the company's sales are in the North West and many of its products particular to Northern taste buds.

But Coronation Street is watched the length and breadth of the country and would give Holland's instant credibility with new customers and a platform to introduce new ranges in the future.

With sales of pies - Holland's traditional mainstay - in long-term decline, developing new products and markets is vital.

Once a staple food, changing eating habits and the huge growth in other meals such as pizzas, curries and sandwiches have taken their toll on pie sales nationally.

The concept of a 'Betty's Kitchen' range of meals to help expand the business seemed a winner all round.

After discussions with managing director Graham March, the firm approached Granada and began negotiations with the television group's licensing company. After several weeks of detailed discussions a deal was signed.

The Baxenden factory then set about designing production lines, packing and distribution systems to cope with the launch.

Launching a new food product is no simple matter. Recipes, pastry types, and filling textures are all vital considerations - particularly for a product to appeal nationally.

The launch of the range late last year - just 11 months after the project began - generated substantial publicity from across the country. Initially, the North of England and Scotland were targeted and the hot pot range is expected to go national later this year.

It is early days for the range but initial indications are very promising with net sales in the first quarter of the year more than £300,000.

Has your company developed a new product or manufacturing technique? There's still time to enter the Lancashire Evening Telegraph 1996 East Lancashire Business Awards.

More than £10,000 in prizes up for grabs in five categories including Invention/Innovation of the Year, Small Business of the Year and Training Achievement of the Year.

Entry forms are available by contacting 01254 678678 ext 258.

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