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.