Dorset Cereals is adding a bran flake range to its portfolio for the first time.

Tasty Fruit and Fibre, which is being rolled into Tesco and Waitrose now, is positioned as an "easy and tasty" way to add fibre and bran flakes to a diet.

Available in pineapple & papaya with toasted coconut; and dates, almonds & jumbo raisins (rsp: £2.49 for a 500g pack), a 40g bowl with semi-skimmed milk would provide an adult with a sixth of the recommended GDA of fibre and contained 187 calories, claimed the company.

The range would appeal to health-conscious ­consumers looking for a high-fibre cereal with ­natural ingredients, added senior brand manager Kerry Fuller.

The company is offering a money-back guarantee on the first million packets sold.