Associated British Foods-owned cereal brand Dorset Cereals is launching a line of “world inspired” mueslis, the Ultimate Adventures collection.
Variants in the line will include the likes of Peruvian-inspired Machu Picchu – containing Brazil nuts, goldenberries, dark chocolate and coffee – and American Road Trip – which includes cranberries, almonds and orange zest.
The Dorset Cereals Ultimate Adventures mueslis come in 600g containers for a recommended retail price of GBP4.79 (US$5.95). They will be available in Waitrose from this month.
In a pre-close trading update released yesterday (27 February), ABF said that its grocery business saw an improved performance thanks, in part, to stronger sales of the Dorset Cereals brand. ABF said Dorset Cereals achieved growth in the UK and “particularly good growth” in Australia, Belgium, the Netherlands and France.
ABF sells mueslis, granolas, birchers and porridge under the brand, which focuses on the use of “quality” ingredients to produce its breakfast offering.
