Kellogg’s aims to rejuvenate the “dusty and tasteless” muesli market with Nature’s Pleasure – its first muesli cereal available on shelf since the 70s.

The cereals giant already makes a muesli product called Country Store – but this is limited to foodservice and Ocado’s online delivery service.

Nature’s Pleasure will be Kellogg’s first muesli-style cereal to hit supermarkets since Country Store was listed in the 1970s.

The company estimates the range will deliver an extra £6m sales for the muesli category. The category was in urgent need of a shake up at the mass market end, it said pointing out that there had been five years of flat sales and that 37% of consumers had described existing mueslis on the market as “dusty and tasteless” in a 2007 MMR report.

Nature’s Pleasure differed from other mueslis because the nut and oat ingredients were baked, rather than raw, said Kellogg’s.

The new cereal, which carries the strapline ‘Deliciously different mixed muesli’, was baked in honey and raw cane sugar to produce a crunchy texture. It would broaden the category’s appeal, said Mike Taylor, sales director at Kellogg’s.

“Nature’s Pleasure is about helping retailers maximise the sales opportunities of this category by creating muesli for the masses,” said Taylor. “Our research tells us the category is seen as worthy and niche while not delivering the taste people want.Natural shouldn’t be a chore,” he said.

Kellogg’s move into muesli was no surprise to Carol Welch, director at Jordans. “There is increased awareness that quality muesli is wholesome, tastes great and is more substantial than other cereals, so it is not surprising Kellogg’s has spotted this opportunity,” she said.

The new range will have an rsp of £2.49 and will be available in four variants: almond, pecan & cashew, raspberry & cherry, apple & blackcurrant and almond, pecan & raisin.

Kellogg’s will support the April launch with a £3m marketing campaign.