A wool company has embarked upon a development programme which it hopes will boost sales of the product among the younger generation.

The Woolmark Company, which is based in Ilkley, is set to create new textile products from wool which will be aimed at "exciting" a new, younger generation about wool's qualities.

Research by the firm, which recently reported that sales of its Sportswool garments had increased by 250 per cent, found modern consumers want ''something different and special'' for their money.

The firm said retailers want "innovative and high-quality wool products that deliver better value and products which customers will relate to and buy".

Malcolm Campbell, commercial director of The Woolmark Company, said: "These expectations represent major opportunities for the wool textile industry and retailers.

"The Woolmark Company is working hard to address these market challenges and remains committed to providing its licensees with innovation, branding and marketing support and business information to generate extra sales.

"We are constantly striving to push the boundaries of wool's use and product application.

"Wool's unique natural properties and qualities lend themselves to remarkable versatility and innovation, ranging from leading fashion apparel to high performance active-wear to luxurious carpets and bedding."

The company has already launched a variety of wool products to boost the sector.

Its CoolWool brand allows the wearer to keep dry, cool and fresh, while its Sportwool brand gives added comfort to wearers taking part in sporting activities.

Another new product from the company is Optim - an even softer version of Merino wool.

Mr Campbell added: "Each new generation experiences different sensations, new trends, styles and innovation, be it in music, food, technology, media or fashion.

"The challenge for the wool textile industry is to match the innovation in product development offered to consumers in almost every other aspect of their lifestyle choice today.

"New technologies and initiatives have to be adopted because simply doing things as they have always been done is no longer good enough.

"The Woolmark Company is undertaking a comprehensive product development and marketing programme with the world's leading retailers and manufacturers to create these new textile products."