Leading organic flour and food brand Doves Farm has secured its first major online retail listing for its organic and plant-based breakfast cereals, with Ocado. Available now, the new listing taps into the growing interest from consumers in healthier and eco conscious breakfast options.
The range includes four breakfast cereals; Ancient Grain Breakfast Flakes, Ancient Grain Fruit & Fibre Flakes, Ancient Grain Cereal Hoops and Wholegrain Cocoa Rice Pops. Each breakfast cereal is wholegrain, contains no artificial colours, flavours or preservatives, and three of the varieties are made using ancient grains such as buckwheat, teff and quinoa.
The full range is also certified by The Vegan Society, is gluten free and high in or a source of fibre, while being made using sustainably grown organic ingredients and having recyclable packaging.
The new listing comes at a time when organic food and drink is growing +1.6%[1] and almost a quarter of cereal shoppers are claiming to be on the lookout for organic breakfast cereal options.[2]
Furthermore, research carried out by Kantar shows that 24% of UK shoppers are classed as Eco-Actives[3] – individuals who are taking many actions to reduce their impact on the environment. The breakfast aisle is particularly impacted, with these consumers over-indexing (134) on dry cereals and pulses[4] presenting a huge opportunity for breakfast cereals with good environmental credentials.
On the listing Clare Marriage, Founder of Doves Farm commented; “With organic products not well-represented in the breakfast category, we are thrilled to be working with Ocado to expand organic’s footprint into this space. We are confident the new listing will provide consumers with the sustainable, ‘better for you’ and of course delicious options they are increasingly demanding.”
[1] Source: Soil Association Organic Market report 2023
[2] Rep sample survey of 491 people who eats cereal at least once a week. December 2021. Attest.
[3] Source: Kantar Who Dares, Who Does? 2022
[4] Source: Kantar Who Dares, Who Does? 2021
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