THE region's most famous snack brand has been relaunched, creating jobs and increasing factory production.

The Phileas Fogg range of crisps and snacks has undergone a complete overhaul, with new products, flavours and packaging being introduced.

The move will see the brand move away from its owner United Biscuits and regain its individual identity, which it had when it first launched 24 years ago in Consett, County Durham.

General manager Stuart Deeley said: "Over the past nine months we have been working at bringing the Phileas brand back to the market place.

"It lost its way a bit, but we have put together a focus team to give it its own identity again."

He said sales had stagnated against strong competition from other leading brands, including Kettle Chips and Walkers Sensations.

United Biscuits has invested hundreds of thousands of pounds to relaunch the Phileas brand and staff levels at its Consett factory, in Medomsley Road, have increased to 220.

"We are looking to increase sales on the back of this. We are looking for a 25 per cent growth in production this year out of Consett," said Mr Deeley.

The new Phileas Fogg collection includes tortilla crisps, crackers, poppadoms and delicate breads in a range of flavours from around the world.

It has been officially relaunched this week in convenience stores and shops across the UK.

"You will see the brand appearing in smaller stores and specialist outlets, such as Threshers, over the next month or so," said Mr Deeley.

"We are not targeting the supermarkets. What we are trying to do is take Phileas to a level of exclusiveness, so that it is something that is talked about."

Phileas Fogg was first launched in Consett by Derwent Valley Foods in March 1982. United Biscuits paid £24m for the business in 1993.

Mr Deeley said: "It was iconic. It was the first adult snack brand, which came ahead of Kettle and Sensations, for example.

"What we are doing now is modernising the brand while retaining its original heritage. We are giving the product its own personality, because out of all the brands at United Biscuits, I think Phileas has got the best opportunity to develop its identification."

For more information, visit www.findphileas.co.uk