Dorset Cereals has extended its range of premium mueslis with the launch of two new bircher mueslis, which offer consumers a new way to enjoy the breakfast food.
Dorset Cereals’ bircher muesli mix is made from a blend of fine cut oats and barley, designed to be soaked in yogurt and fruit juice and ready to eat in 30 minutes. The new range is available in two flavour combinations – raspberry and blackcurrant, and almonds and honey, both containing sliced apple.
The brand cited its own research, which showed that nine out of ten respondents thought bircher muesli was “new and different”, but acknowledged that fundamental to the opportunity in this category was addressing the 85% of consumers who didn’t know what bircher muesli was.
Dorset Cereals marketing manager Virginie Lenfant said: “Bircher muesli is growing fast in popularity in both the chilled and ambient grocery market as well as out of home, and is also widely featured in recipes across consumer press. As leaders of premium muesli, we are perfectly placed to offer a way for consumers to create their own bircher muesli at home, in as little as 30 minutes or overnight if preferred.
“Consumers can make individual or larger batches of the recipe in advance to eat as it suits them. This flexibility will also help drive incremental consumption, beyond the traditional breakfast occasion.
“We are putting a lot of support behind the launch of our new bircher muesli mix, with a consumer PR campaign, experiential sampling, a comprehensive shopper marketing initiative, and a beautiful illustrative video, advertised online with over 2.5m targeted opportunities to see.
“We’re confident that our plans will drive excitement around a deliciously different way to enjoy muesli.”
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