Producers of cereals and cereal-based products are missing a huge opportunity by failing to capitalise on their British provenance, a new report has claimed.

The cereals sector generally had not marketed its provenance information as well as the meat, fresh produce and dairy sectors, according to Home Grown Cereals Authority marketing development manager Roz Reynolds.

While the sector had relied on brand names to provide consumers with the food quality assurance they needed, products with clear British provenance were more likely to be viewed as premium in shoppers’ minds, giving producers more potential to make better margins, Reynolds added.

Older adults and pensioners, as well as parents with young families, tended to associate British provenance with healthy food, said Richard Walters, head of food marketing at Bidwells, which carried out the research.

“Provenance is coming into the mainstream and it’s a great opportunity to reinforce the fantastic health credentials of cereals,” he claimed.