Hell Bent on own products

Maidenhead new-product development group Nine Yards has formed a spin-off group, called Hell Bent, to develop and market its own products.

The company consists of Nine Yards partners Simon Massey and Andy Kirk plus John Hazell, formerly trade marketing director of EMI.

The group has approached supermarket retailers, including Tesco and Asda, about a range of products currently at the design stage.

Yet to be named, the products will feature compact discs and related books packaged together. A CD of Italian opera, for example, would be sold with an Italian cookbook. Shoppers could then buy ingredients while in the store.

Nine Yards has been appointed by preserves manufacturer Chivers Hartley and by Campbells Distillers to work on new product development, packaging and brand positioning.