The Village Bakery is launching a range of Oxfam-branded organic cereal bars with the goal of giving the £3.5m company more mainstream appeal.

The wheat-free Good Food Better World bars are made with Fairtrade ingredients and 5p from each pack will be donated to Oxfam's projects in developing countries.

The bakery, which also sells speciality breads, standard cereal bars and cakes, said it was currently in negotiation with retailers to stock the new lines - available as a Chocolate & Orange Crisped Rice Bar and Chunky Honey & Nut Bar.

It also plans to add the new product to its existing cereal bar listings in Waitrose, Booths and Holland & Barrett.

The bars are the latest part of Village Bakery's brand makeover, led by marketing manager Lindsay Williams.

The move has also coincided with a packaging overhaul of the company's wider cereal bar offer, and follows the launch of compostable packaging for bread.

"The Village Bakery has always gone beyond the normal organic standards in terms of ingredients, processing and respect for both people and planet," said Williams.

"The company has been doing this for more than 30 years but hasn't really shouted about it.

"Our new packaging is more eye-catching so it has greater on-shelf presence and is more environmentally friendly than ever before."

The Village Bakery's bread range is also stocked in Sainsbury's, Asda and Tesco.

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