Fruit supplier Capespan is moving into the ready-to-eat breakfast cereal market with the launch of a premium muesli range featuring fruit brand names.
On shelf next week, all three products boast a 50% fruit content. Fyffes' Tropical Fruit Muesli contains bananas and nuts and Outspan Exotic Fruit has oranges, while Cape Orchard Fruit focuses on apples and plums.
In an unusual move for the breakfast cereal market, the newcomers are packaged in gable top Tetra Rex two-litre cartons which need no separate inner bag. It is the first time the cartons have been used in the UK for a non-liquid food product.
Marketing director Alistair Phillipson said the range had been developed in response to consumer demand for added health products, while the packaging offered easy opening and resealing as well as greater stability on shelf and in household cupboards.
Rsp: £2.49, 750g.