04 Mar 2014 Superfast ‘breakfast on tap’

UK cereal company, Mornflake, is looking to bring “ultra convenience” to the breakfast market with cereal pots that don’t require the addition of milk.

New to Waitrose supermarkets, Mornflake Superfast pots contain cereal and dried skimmed milk powder, so the user only has to add water before eating with an integrated spoon.

The cereals are available in four variants – raisin, honey & almond granola; sultana & apple oatbran flakes; fruit & fibre; and fruit & nut muesli (RSP: £1.29).

“The pots offer the convenience of a dry ambient product, which is turned into a ready-to-eat fresh-tasting bowl of cereal and milk at the turn of a tap,” says marketing manager Richard Jones, predicting that the “game-changing” range would appeal to the 26% of Brits who skipped breakfast.

However, Joe Goyder, senior consultant at branding agency The Value Engineers, said consumers were already catered for by other cereal pots, cereal bars, fruit and breakfast biscuits, and that his company’s research suggested people didn’t like powdered milk.

“Having said that,” he added, “although consumers may say they don’t need a product that replaces a meal that’s simple to source and make, they often go against this in favour of convenience and speed. If the product is high quality and meets or exceeds taste expectations, this should be strong enough to drive repeat purchase.”

Mornflake said it was in talks with other retailers about listings.

Mornflake has been milling oats in the South Cheshire countryside since 1675, making it the longest established miller of oats and cereal in the UK. Fifteen generations later, it is still independently owned and managed by the direct descendants of the original miller, William Lea.

See more at the Mornflake website: www.mornflake.com