If Alara has its way, consumers will be sowing their oats as well as eating them this Valentine's Day.
The cereal maker has launched what it claims is the UK's first aphrodisiac muesli. The "for adults only" Maca's Secrets (rsp: £2.95) contains powdered maca a Peruvian root vegetable said to improve male and female libido. "The Incas used it as currency," said Alara founder Alex Smith. "There's scientific evidence to show that if you eat it continually it balances hormones in men and women."
The company is seeking listings for the new variant now and is also rolling out a new five-strong range of muesli incorporating organic, gluten-free and Fairtrade, priced at about £2. The line-up would "help make organic breakfast cereal an everyday event" because of its affordable price point and the fact it was suitable for all the family, the company said. The new range has a lower price point than Alara's current organic mueslis. It comprises three organic variants Branberry (rsp: £1.95 for 350g), Rich (rsp: £1.95 for 500g) and Tropical (rsp: £2.35 for 500g); a gluten-free option, Delight (rsp: £1.95 for 250g); and a Fairtrade muesli (rsp: £2.25 for 500g).
With the sector facing price hikes as a result of soaring dried fruit and oat prices, the time was right to launch a more affordable organic muesli, said Smith.
Alara had been able to keep Everyday's prices low because it had its own manufacturing facilities, huge buying power and a dedicated group of farmers, he added. Its electricity was also wind-powered.
The cereal maker has launched what it claims is the UK's first aphrodisiac muesli. The "for adults only" Maca's Secrets (rsp: £2.95) contains powdered maca a Peruvian root vegetable said to improve male and female libido. "The Incas used it as currency," said Alara founder Alex Smith. "There's scientific evidence to show that if you eat it continually it balances hormones in men and women."
The company is seeking listings for the new variant now and is also rolling out a new five-strong range of muesli incorporating organic, gluten-free and Fairtrade, priced at about £2. The line-up would "help make organic breakfast cereal an everyday event" because of its affordable price point and the fact it was suitable for all the family, the company said. The new range has a lower price point than Alara's current organic mueslis. It comprises three organic variants Branberry (rsp: £1.95 for 350g), Rich (rsp: £1.95 for 500g) and Tropical (rsp: £2.35 for 500g); a gluten-free option, Delight (rsp: £1.95 for 250g); and a Fairtrade muesli (rsp: £2.25 for 500g).
With the sector facing price hikes as a result of soaring dried fruit and oat prices, the time was right to launch a more affordable organic muesli, said Smith.
Alara had been able to keep Everyday's prices low because it had its own manufacturing facilities, huge buying power and a dedicated group of farmers, he added. Its electricity was also wind-powered.
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