Fast-growing bircher muesli brand Oso Natural Fuel is set to go on shelf in at least two supermarket multiples next spring.

The brand, which last week rolled out to 200 Shell forecourt stores, said it was about to secure a listing with one of the big four, and expected to be in a second multiple by March.

It also plans to extend the range - which comprises three flavours of bircher-style muesli and two Ocado-exclusive SKUs with added seeds (all rsp: £1.89 to £1.99) - in the spring with a bottled product.

Founder Paul Hayes came up with the concept after enjoying healthy convenience food while travelling in Australia and started the business in 2009 after selling his bircher muesli to office colleagues and then local coffee shops.

The brand’s success was based on its positioning as a meal replacement product suitable for eating at any time of day and not just breakfast, he said: “We don’t mention breakfast on the packaging at all - the focus is on providing healthy, slow-release energy that can be eaten instead of a sandwich, for example.”

The brand had enjoyed strong growth since it was rolled out to Ocado and WH Smith travel outlets six months ago, claimed Hayes.

It had also attracted investment and recently brought in former Dairy Crest purchasing director Mark Taylor as MD, who had made “a massive difference” to the business, he added.

All Oso Natural Fuel product lines are produced in Wales, with the company organising its own distribution through Langdons.

Topics