More Ralcorp Holdings products could be launched in the UK in the coming months following the introduction of flagship cereal brand Honey Bunches of Oats.
Paul Scandrett, group food director at Brands Direct, the UK sales, marketing and distribution firm that has handled the launch, said the company plans to introduce more products from the Ralcorp stable.
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Ralcorp owns Post Foods, the US cereal maker that produces brands including Honey Bunches of Oats and Grape-Nuts, which is already on sale in the UK.
The US company also runs Ralston Foods, which makes products including own-label cereal for US retailers, snack mixes and cereal bars.
“There will be more to follow,” Scandrett told just-food today (8 August). “We’re looking at the entire Ralcorp portfolio.”
Scandrett said Honey Bunches of Oats had secured listings with Tesco, Asda and Sainsbury’s in its bid to gain a foothold in a UK cereal market that is dominated by the likes of Kellogg and Cereal Partners Worldwide, the venture between Nestle and General Mills.
“Honey Bunches of Oats is the number three brand in the US. It’s huge,” Scandrett said. “It doesn’t always work of course [but] we think it’s got legs.”
