Dorset Cereals is launching a kids' breakfast range in its first push towards doubling sales to £60m in the next five years.
The Breakfast Projects brand has been designed to stand out from other kids' cereals by focusing on education. Each pack contains a quick-assemble toy made of card and an activity kit so kids can tranform the box into more complex toys such as Victorian theatres or Viking ships. The projects are designed to fit in with the primary school national curriculum.
The introduction of the two new variants, which are rolling out now to Waitrose, is the first major activity since the £30m cereal business was acquired by Wellness Foods for up to £50m in March. The Original flavour contains cornflakes, puffed rice, honey and raw cane sugar, while the second recipe adds apple to the ingredients. More flavours are also in the pipeline.
The inclusion of honey and sugar were important to the range, said MD Peter Farquhar, as kids need some sugar in their diet for energy. "As the most important meal of the day, breakfast should provide that. The biggest problem we found after actually getting kids to eat breakfast was that they pile on their own sugar."
The company had been eyeing the £375m kids' category since last year, admitted Farquhar. "The market is growing at about 8% so it's an exciting area. The cereal itself is one element but we wanted the kits to make it more than that, showing that Dorset Cereals doesn't stand for plastic toys from China. We wanted to do a Dorset on kids' cereals."
The launch comes after Eat Natural revealed last month that it was entering the cereal market, with plans also to create a kids' range (The Grocer, 26 April).
Last month, Dorset Cereals kicked off a three-year tie-up with the Edible Playgrounds kids' education scheme. It launched a web initiative encouraging schools to make their own vegetable gardens, with local chefs visiting schools to demonstrate how to cook with the fresh ingredients.