Rude Health is breaking from its origins this summer with the launch of its first non-organic cereals.

At £1.60 and £1.40, the new Puffed Oats and Puffed Wheat lines are priced well below the £3.19 to £5.99 of its organic mueslis. The move comes after overall organic sales fell 10.9% in the year to May [TNS].

Rude Health denied it was abandoning its beliefs and said consumers would learn about sustainability through the residue- and GM-free range.

"I don't believe customers are ditching organic values lightly," marketing chief Camilla Barnard said.