Deliveroo has launched an own-label range of novelty-flavoured cereals to mark National Breakfast Day on Monday.
The limited-edition range is available in three “takeaway-flavoured” SKUs: Sushi Roll, Margherita Pizza and Chicken Katsu Curry.
The ‘DeliverOO’ branded products provide “the perfect cereal treat for breakfast, brunch, lunch and dinner” the courier platform said.
The Sushi Roll-flavoured DeliverOO’s are suitable for pescatarians and seasoned with savoury seaweed powder and tangy pickled ginger. The vegan Margherita Pizza cereal “strikes a perfect balance of tangy cheese and punchy tomato”, with a hint of sweet dried black olives, while Katsu Curry DeliverOO’s feature mild chilli powder, turmeric and coconut milk.
“We wanted to ‘bowl’ over cereal lovers with a breakfast dish to remember. We know our customers love to try weird and wonderful fusion dishes, which is why we’ve really milked it with this range of cereals,” a Deliveroo spokesman said.
The range is available via the ‘DeliverOO’s: Food Flavoured Cereal Shop’ in Manchester, Bristol or London and cost £1 a pack.
Platform users in the cities can “take a break from cereal monogamy and try something deliciously different” the spokesman added.
It is not the first own-label product to be offered by Deliveroo. In June last year Deliveroo released cans of alphabet soup containing only the letters LGBTQQIAAP to “celebrate and raise awareness of the broad spectrum of identities”.
The £1 soup was available exclusively from Deliveroo Editions dark kitchens, with all proceeds going towards telephone helpline Switchboard LGBT+.
Several rapid grocers have begun launching own-label ranges. In September ultra-fast grocery delivery player Jiffy launched an own-label range of fresh produce, in what it believed was a first for the rapid convenience sector. This month it launched in-house bakeries at three of its dark stores in east London.
Rapid grocery player Gopuff is also launching own-label products under two brands, Basically and Eat’N.
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