UK muesli maker Dorset Cereals has launched a range of cereal bars.  

The cereal bars are based on Dorset Cereals' muesli recipes and come in three varieties - Berries & Cherries, Fruit, Nuts & Seeds and Super High Fibre.

"At Dorset Cereals we make our cereal bars with only kitchen cupboard ingredients; there are no hidden 'nasties' like artificial sweeteners and added salt," said senior brand manager Kerry Fuller. 

"Cereal bar eaters, who tend to be female and aged 25 or over, want a great taste and are increasingly aware of additives - many make purchasing decisions to avoid them. We feel our bars really answer that need."

With an RRP of GBP2.19 (US$3.20), the bars are available in singles, multipacks of three and impulse shelf ready units of 24.

Dorset Cereals' bars are aimed at multiples, foodservice, convenience stores and forecourts, the company said. Dorset is in the process of gaining listings.

"[The bars] are in Waitrose and Tesco's at the moment and [Dorset] is in discussion with Sainsbury's," a spokesperson for the company told just-food.