Sir: We would like to respond to the comment in ‘Mornflake unveils the cereal pots that come with their own milk’ (1 March, p28) that “people didn’t really like powdered milk”.

As we stated, 26% of the population still regularly skip breakfast completely, which indicates that current cereal pots, bars, breakfast biscuits are not ‘catering’ for these consumers’ needs.

Mornflake Superfast Pots offer consumers the classic breakfast cereal and milk ‘eat’ on the go. In our research, over 70% of those panelled stated they would buy the product and 70% said it was better than current offers on the market.

Your cited perceptions about powdered milk were simply not a factor with the consumers we panelled. The reason? Mornflake Superfast Pots offer the ultimate convenience AND quality. We believe this is genuine innovation, with real category growth potential, from an independent British company, and a first to market. We think that this is something that should be celebrated and encouraged.

Richard Jones, marketing manager, Mornflake

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