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. 

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

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. 

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now