The Hollywood celebrity-endorsed book, written by French nutritionist Dr Pierre Dukan, advocates a daily dose of oatbran as part of the protein-rich weight-loss programme first introduced in France 10 years ago. The diet has since become popular across the pond with A-list celebrities, including Jennifer Lopez and Gisele Bündchen.
The UK version of the book, which hit shelves on 13 May, had resulted in Mornflake being "inundated with enquiries and requests for Mornflake Oatbran", which the family-owned company claims to be the only range of oatbran in the UK.
"We've been bowled over by the effect that the Dukan Diet appears to have had on demand," said MD John Lea. "It has helped generate a dramatic 100% uplift in volume sales of Mornflake Oatbran."
Last year, the total Mornflake portfolio was up 8% to £12m [Kantar].