A DASH round the supermarket was the inspiration for the invention of what could be the next big thing in entertainment technology - smellivision.

Debbie Clayton managing director of Warrington-based audio-visual entertainment company Nu-Light Systems was unpacking her shopping when she had a brainwave.

''I thought: I don't want this French stick - why did I buy it? Then I realised it was the smell of freshly-baked bread in the store,'' she said.

Quick to realise an opportunity, Debbie saw the power that an aroma had over her behaviour as a consumer and spotted a new venture for her company, which also produces laser and audio technology for entertainment events.

''We are a small company of five employees so we are always looking into new areas that have not been looked at before. We already dealt with light and sound so I thought we could look at the sense of smell.''

After researching the idea, Debbie became convinced that the ability to tap into people's sense of smell could hold limitless possibilities - such as aromatherapy, appetite stimulation, and corporate identity.

Moods

''The sense of smell is the only one which can actually alter the mood, it can change behavioural patterns. And, because smell is the only sense that links directly to the brain it can trigger instant memory. It is amazing how many people will start telling you a story linked to a smell.''

While other devices had been developed to pump smells into the atmosphere, Debbie found a gap in the market for a machine that could do this without emitting heat or moisture droplets.

Using negative airflow to produce sub-micron airborne fragrances that would be environmentally friendly, Nu-Light created the 'Airoamer'.

Since its launch the machine has opened whole new markets to the company from hospitals to hotels and theme parks.

Aromatherapy trials using the machine on hospital wards found it could speed up patient recovery times by 20 per cent just by introducing the right aroma. satisfied customers include Blackburn hospital.

Potential

In terms of business opportunities, the machine can be used to create a signature fragrance across a chain of stores or to evoke different atmospheres in different departments.

MFI is using the Airoamer in its bigger stores to create atmosphere by pumping the smell of fresh coffee into the model kitchens.

But the real potential is in the entertainment industry to create the ultimate cinema-going experience - smellivision. Debbie said: ''It would add that third dimension to the usual experience. Basically whatever smell you want, it will be put out into the atmosphere - the possibilities are unlimited.''

Now the company is looking for financial backing to develop the concept.

''We are at the stage now where we need to move forward quite quickly. We need to push the idea now, because we have tested the water and it is very inviting.''

For more information contact Debbie on 01925 243075.

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