UK cereal manufacturer Mornflake is targeting consumers that want more convenient options with the launch pots of cereal that do not need milk adding to them.
Unlike other ready-to-eat cereal pots on the market, the Superfast Pots contain cereal and dried skimmed milk powder, to which a consumer then adds to water for what Mornflake called the “classic” cereal and milk combination.
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“Mornflake Superfast Pots offer consumers the classic breakfast cereal and milk eat on the go. Our research tells us that this is a definite sweet spot with time-poor consumers, with over 70% of those panelled stating that they would purchase the product and 70% stating it was better than current offers on the market,” Mornflake marketing manager Richard Jones told just-food.
The company is targeting out-of-home consumption and breakfast skippers with the launch, Jones continued. “Out-of-home consumption is key to the growth of the breakfast occasion, with 26% of consumers regularly skipping breakfast completely, due to lack of time,” he observed.
The Superfast Pots are available in four variants – Granola, Oatbran Flakes, Fruit & Fibre and Muesli – and launch in Waitrose today (3 March).
Jones said the launch was in-line with Mornflake’s growth strategy, which focuses on expanding through innovation.
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By GlobalData“Innovation is the engine of our business at Mornflake and as an independently-run, marketing-led business, we have the ability to react quickly to emerging consumer trends and translate them into compelling, insight-driven NPD. This is one of the reasons why the brand is growing at 41% in the latest year,” he said.
