Pioneering organic brand Doves Farm has announced the launch of four new organic and plant-based breakfast cereals.
The four new breakfast cereals – Ancient Grain Breakfast Flakes, Ancient Grain Fruit & Fibre Flakes, Ancient Grain Cereal Hoops and Wholegrain Cocoa Rice Pops – are produced in facilities on the brand’s family farm in Wiltshire. Made using a variety of ancient grains such as Buckwheat, Teff, Quinoa and Rice, the cereals are wholegrain, made with sustainably grown ingredients, no artificial colours, flavours or preservatives and come in recyclable packaging. The range is also certified vegan, gluten free and high in or a source of fibre.
Established in 1978, Doves Farm is committed to driving category growth through more sustainable and ‘Better For You’ options. The launch of Doves Farm’s new breakfast cereals comes at a time when organic food and drink is performing successfully in the market, up +5.2%[1]. Demand for organic cereals is growing, with almost a quarter of cereal shoppers claiming to always be on the lookout for organic breakfast cereal options.[2]
And there’s a bigger picture too, which Doves Farm’s new breakfast cereals address, Clare Marriage, Founder of Doves Farm said: “Following strong 2020 growth[3], the Breakfast Cereal market is now in mid-single digit decline as shoppers return to offices more. The new Doves Farm Breakfast Cereals are well placed to help drive growth by aligning themselves to consumers’ increasing interest in food that’s better for the planet as well as their health”.
Research carried out by Kantar concluded that 29% of UK shoppers are now classed as Eco-Actives – individuals who are taking many actions to reduce their impact on the environment, rising from 23% in 2020 and set to grow to 62% by 2030. The breakfast aisle is particularly impacted, with these consumers over-indexing (134) on dry cereals and pulses[4].
“Buying organic has many benefits,” says Clare, “which address Eco-Active shoppers’ concerns. However, organic products are still not well-represented in the breakfast cereal category, which has few dedicated organic brands. We are looking forward to working with retailers and wholesalers to explore the opportunity to expand organic’s footprint in the main breakfast aisle with the new Doves Farm breakfast cereals, and drive scale quickly by offering organic shoppers a range of quality products with good nutritional values, from a brand they know and trust.”
The new range is available to buy direct from dovesfarm.co.uk from 11 July and selected wholesalers and retailers in the autumn. Contact sales@dovesfarm.co.uk for more information.
[1] Source: Soil Association Organic Market report 2022
[2] Rep sample survey of 491 people who eats cereal at least once a week. December 2021. Attest.
[3] Source: The Grocer’s Top Products Survey 2021, NielsenIQ 52 w/e 11 September 2021
[4] Source: Kantar Who Dares, Who Does? 2021
Comments are closed.