UK: Dorset Cereals adds breakfast pots to range

By Michelle Russell | 19 June 2012

Dorset Cereals launche Breakfast Pots
Available in three variants

Breakfast Post from Dorset Cereals

UK cereal maker Dorset Cereals has entered a niche market with the launch of a line of Breakfast Pots.

This is the newest addition to the cereal maker's portfolio and proves innovation has been high on the firm's agenda, with the company launching a number of ranges in the last few months, including its Gloriously Nutty and Granola lines.

The new line, which is designed to be eaten at work, is targeting a specific niche - one which appears to be relatively untapped in the UK cereal market.

By filling this need, Dorset are able to charge quite a premium for the product at GBP0.99 (US$1.55) per 75g pot - a good GBP-volume ratio.

Show the press release

Over half the population of the UK admits to skipping breakfast more than once a week in order to get an extra few minutes in bed*. So, to help the nation keep that all important lie-in without compromising on the delicious bowl of cereal we need to get us going in the morning, we have created our new Dorset Cereals Breakfast Pots, designed to be eaten at work.

Our Pots come in three of our best-selling recipes ‘Simply Delicious', ‘Toasted Coconut and Wheat Flakes', and ‘Honey Granola' which works deliciously with yogurt.

"People who eat breakfast are funnier, sexier, and more efficient at work than people who don't - well that's what the team at Dorset Cereals thinks any way. So helping people who might have missed breakfast but still want something tasty to eat is our primary mission, you could say we are on a bit of crusade," says Rob Ward Communications Manager for Dorset Cereals.

If you know a ‘skipper' who is in need of a desk breakfast then please let us know, and we would be happy to send them a Breakfast Pot.

Where? Pots are available in Tesco and Sainsbury from June 2012
How much? 99p per 75g breakfast pot
What we do? We never settle for second best when it comes to creating our cereals. We use the best ingredients, sourced from people who really care about what they do and take time to perfect our recipes.

Original source: http://www.dorsetcereals.co.uk/

Sectors: Cereal, NPD & innovation