Rude Health gluten-free range
Launched: January 2011
Rude Health, known for healthy, largely organic, cereals, launched a new gluten-free range this month. Available in Waitrose, the range includes Honey Puffed Oats (£3.89 for 240g), Honey Rice Flakies (£3.19 for 300g) and Puffed Rice (£2.20 for 225g). Rude Health is keen to emphasise the latter's USP, saying that, being real puffed rice, it "doesn't make a sound when you pour milk on it" in a cheeky dig at its biggest mainstream rival.


Extra Crispy Swiss Style Muesli (Mornflake)
Launched: September 2010
Mornflake brought out a new muesli in September in support of charity Breast Cancer Care. The Extra Crispy Muesli Swiss Style with apple is a blend of oats and cereals with apple pieces, raisins, almonds and hazelnuts. The grain has been lightly toasted so that it stays crunchier in milk for longer. Mornflake launched its Instant Porridge in sachets, also in support of Breast Cancer Care, at the same time.


Forest Feast A.M. Essential Granola (Kestrel Foods)
Launched: August 2010
Irish healthy snack brand Kestrel Foods' new granola breakfast cereals A.M. Essential Roasted Nuts and A.M. Essential Red Berries combine a special vanilla granola, unique to the brand, with toasted malted wheat flakes. Sold in 375g packs with an rsp of £2.99, the cereal is available in Tesco Northern Ireland, selected independent stores and online. This is Kestrel Foods' first foray into cereal.


Flax Flakes (Nature’s Path)
Launched: October 2010
Nature's Path has brought its largest North American cereal category flax to the UK. The brand's flax flakes reached these shores, via Waitrose, in October, initially in cherry & coconut and maple syrup & hazelnut variants that the company claims are tuned to suit UK tastebuds. A ginger & cashew blend is to launch in 2011. According to Nature's Path, flax helps soften flakes and is rich source of omega-3. The company adds that it is high in fibre, complements other flavours and works well in adventurous flavour combinations.

Focus On Cereals

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