Dorset Cereals launches ancient grains muesli trio

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Dorset Cereals Spectacular Grain

Dorset Cereals is tapping the trend for ancient grains with the launch of muesli trio Spectacular Grains.

The premium breakfast range is a blend of fruit and five grains to create “exciting new tastes and textures”.

Available now from Waitrose in wood-effect packaging (rsp: £3.49/500g), the variants are Raspberries & Apple with Toasted Spelt & Popped Buckwheat, Apricots & Papaya with Toasted Spelt & Popped Quinoa, and Blackberries & Fig with Toasted Spelt & Popped Sorghum.

Each provided a “crispier crunch” than regular muesli, said Dorset, which added the cereals were “high in fibre”. The lineup provides 7.2g-8.1g of fibre per 100g, while it also contains 13.1g-17.6g of sugar.

Spectacular Grains’ arrival on shelf comes with take-home value sales of branded cereals down 1.5% to just over £1.1bn in the supermarkets; volumes are down 3.9% [Kantar Worldpanel 52 w/e 8 October 2017].

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