Dorset Cereals has teamed up with four other food and drink brands from its home county in a co-ordinated marketing drive.

The private-equity owned muesli brand has formed the Dorset Famous Five with Fairtrade brand Clipper Teas, Denhay Farm, brewer Hall & Woodhouse and Olives Et Al all of which are based in the county. They will share stands at UK festivals and shows, as well as looking at international opportunities to appear as a fivesome.

One idea would be to gain interest from international audiences by linking up with the tourism board for Dorset in promoting the area abroad, said a spokeswoman. It would also look at commercial opportunities in the Dorset area, such as tying up with new hotels or other businesses.

The brands first met up last year to discuss the proposition and, as non-competing companies, decided they could benefit from a collective push around their heritage. "We got together because we like each other's products and like the way we fit together," said Ellen Streatfeild, an owner of Denhay Farms, which produces ham, bacon and cheese under its brand.

The group has launched a newsletter at www.dorsetfamousfive.co.uk, which outlines the history of each company and links to their own sites, with blogs, competitions and news updates to be added shortly.

The initiative is intended to complement each brand's own marketing programme, rather than being a sales and distribution arrangement. However, they would look at introducing product hampers, added the spokeswoman.