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Overnight visitors to selected hotels and bed & breakfasts in the West Midlands will soon be treated to something a little different to the standard in-room food and beverage offering, as regional food group HEART of ENGLAND fine foods (HEFF) prepares to launch an innovative Mini Bar scheme, stocked entirely with locally produced snacks and drinks, at the forthcoming major industry event IFE07.

Funded through the West Midlands Food Partnership, the project has been designed to capitalize on the huge interest shown by visitors in sampling regional food and drink when staying overnight, something recent surveys have identified as one of the primary considerations for holidaymakers when researching UK destinations.

Under the terms of the scheme up to 12 Savour the Flavour Mini Bars may be supplied free of charge into each hotel or B&B in return for a new supply commitment to a minimum of 7 regional producers of items such as fruit juice, wine, beer and cider, biscuits, potato chips and chocolates. The Mini Bars will be supplied freestanding or fitted into room furniture and are subject to a small handling fee. Additional bars can be purchased through the scheme for establishments with more than 12 rooms. Guests will be encouraged to discover the contents of their Mini Bar through a complimentary printed guide to regional food and drink.

Jon May, Senior Marketing Executive from HEFF, says the project will add real value to accommodation provider’s guest packages, ‘The Savour the Flavour scheme has already succeeded in bringing thousands of retail consumers into contact with the superb quality food and drink produced in the West Midlands and the Mini Bars will now ensure that overnight visitors have the opportunity to indulge in something a little bit special, no matter how brief their stay.’

Producers participating in the Mini Bar scheme include Tyrrell’s Potato Chips, Bensons Fruit Juices, Chokolit and Teme Valley Fruit.

Hotels and B&Bs interested in receiving information about the Savour the Flavour Mini Bars are invited to the HEFF Pavilion at IFE07, stand number 3047, or contact HEFF on 01746 785185.