Cereal producers are missing a huge opportunity by failing to capitalise on their British provenance, a new report has claimed.

The cereals sector generally had not marketed its provenance as well as the meat, fresh produce and dairy sectors, according to Home Grown Cereals Authority marketing development manager Roz Reynolds, instead relying on brand names to offer food quality assurance.

But shoppers were more likely to view products with clear British provenance as premium, giving producers more potential to make better margins, she added.

Older adults, pensioners and parents with young families associated British food with health, said Richard Walters, head of food marketing at Bidwells Agribusiness, which carried out the research. "Provenance is coming into the mainstream. It's a great opportunity to reinforce the fantastic health credentials of cereals," he claimed.