ested in its Simply range with the launch of the new Simply Nut Granola.The launch aims to capitalise on the growing Crunch category, as well as enhance its under £3 granola range.
Both the Simply Nut and Oat Granola recipes have a simpler texture with smaller pieces, enabling consumers to enjoy an easy-to-eat breakfast or snack when they don’t have much time.
In addition, they have a loose, tumbly texture, reminding shoppers that they are made the traditional way.
The Simply range has two varieties in 550g packs including:
New Simply Nut Granola – features baked oats, flaked almonds, sunflower seeds, roasted chopped hazelnuts, desiccated coconut and cashews.
Simply Oat Granola – features baked oats, sunflowers seeds and golden syrup.
The new addition was inspired by the opportunities within the Crunch category, which is showing strong value growth of 20.2% YOY.
As part of its investment, Dorset Cereals has also re-designed the packaging of its Simply Oat Granola to fit in to the new brand positioning of ‘Life Begins at Breakfast’.
Dorset Cereals has been producing award-winning breakfast cereals since 1985 and the launch of Simply Nut Granola aims to continue this tradition.
Worth £110m, the Crunch category has a 7% share of the total cereals market.
As the number two brand in the category, Dorset Cereals holds a 5.4% share, growing ahead of the category in value and volume.
Available in-store this month, Simply Nut Granola complements its sister product Simply Oat Granola, which was launched in June 2013 and has grown to become the second favourite Dorset Cereals variant among shoppers.
Honey Granola, one of the more indulgent, premium recipes, remains the top seller and is the number two branded granola.
Aisling Syme, Brand Manager at Dorset Cereals, said:
“Research has shown that consumers will choose different granolas depending on the eating occasion, whether it’s a speedy breakfast with milk, yoghurt or fruit or a treat at the weekend with it sprinkled over ice-cream.
“Quality and taste are at the heart of every product we make and we’re excited about the launch of our new Simply Nut Granola.
“We have differentiated our award winning mueslis with a Simply and a Premium range offering to help the consumer shop the fixture; this is now being rolled out to our granolas too.”
The Simply Nut and Oat Granolas are available in Tesco, Waitrose and Sainsbury’s for £2.99.
The re-designed Simply Oat variety will also be rolling out in ASDA , Morrisons, Co-Op and Ocado.
