Whole Earth Foods, which claims to have pioneered organic food and healthy eating 30 years ago, has re-vamped its cereal range to appeal to more mainstream consumers. Organic Corn-flakes and Organic Muesli have been repackaged for a wider audience, building the brand's appeal beyond destination organic shoppers without deserting its heritage. The company will run samplings in Waitrose and other multiples in May and September. Whole Earth chief executive William Kendall said: "We want to modernise the brand without compromising the company's ethics and its values." Whole Earth is also launching a Maple Frosted Flakes cereal for kids in March. {{P&P }}

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