Oats specialist Mornflake is bringing out new oat-based cereals to raise its branded profile and extend its target audience.

A three-strong range of Oat Classics comes in embossed packaging aimed at creating a premium image, reflected in its £2.39 price point.

The Granny Smith Apple and Macadamia Nut & Cranberry flavours are going into Waitrose stores, while the range also includes a more unusual English Rose variant, which includes a light sprinkling of rose petals. Other listings include Holland & Barrett and independent retailers.

Oat Classics come in 12 x 500g cartons and will be backed by advertising in women's magazines.

The company is also giving its standard Finest Oat range of Simply Strawberry, Pecan & Maple and Banana & Toffee variants a new look, with bright colours and a more contemporary pack design. Spokesman Richard Jones said the company was planning an NPD push in the big multiples.