The Food & Drink Innovation Network

January 27th, 2010

We are told one of the UK’s best kept secrets and milled in Cheshire since 1675 by the Lea Family, Mornflake cereal is made from the finest quality British oats and milled in a special way perfected by 14 generations of the same family to create the renowned delicious taste and texture. Recently championed in the Guild of Fine Food’s Great Taste Awards for its range of Extra Crispy Mueslis, Mornflake is delighted to announce an additional six new product lines that will start appearing at a supermarket near you from January 2010.

Packed with nutritional goodness and complex carbohydrates for slow energy release and low in saturated fat, oats are the perfect start to the day. The inclusion of oats can help reduce cholesterol as part of diet low in saturated fat and a healthy lifestyle. A 40g serving of oatbran contains 83% of the recommended daily amount (3g) of beta-glucan – the soluble fibre absorbed into bloodstream that helps remove cholesterol. As leaders in the cereal market for more than 300 years, the Mornflake team are passionate about healthy eating. And they should know, they’ve been helping Britain eat a hearty, healthy breakfast for the past three centuries!

Mornflake Oatbran Flakes with Sultanas & Apple – £1.98 for 500g
A tasty seasonal twist on Mornflake Oatbran Flakes with added Sultanas and Apple. Made from a staggering 38% Oatbran, it provides a healthy, tasty ready-to-eat breakfast with all the cholesterol-fighting benefits of oatbran.*

Mornflake Superfast Oats with 20% added Wheat Bran – £1.79 for 750g
The complex carbohydrates release energy slowly to keep you going for longer and the added Wheat Bran gives an extra fibre boost.

Mornflake Toasted Oatbran – £1.20 for 500g
Ready-to-eat and packed with nutritional goodness – it’s a high fibre cereal that can help lower cholesterol.* Oatbran works by absorbing excess cholesterol on its way through your body. So, by enjoying one 40g bowlful of Mornflake Toasted Oatbran every day you’ll get 2.5g or 5/6 of your suggested daily intake of 3g beta glucan soluble fibre from oats.

Mornflake Ready-Steady Oats – £1.49 for 500g
Start their day the right way with a bowlful of light and creamy Mornflake Ready-Steady-Oats – crammed full of deliciously nutritious oats and fortified with extra vitamins and minerals. Kids will love them!

The new cereals join the range of delicious Mornflake products which offer something for all the family, including Mornflake SuperFast Oats chopped for a quicker start to the day, Mornflake Organic Oats, Mornflake Organic Oats2Go – an instantly nutritious breakfast from sachet to bowl in 3 minutes and ‘get up and go’ and the award-winning Mornflake Extra Crispy Mueslis in four delicious flavours.

John Lea, Managing Director of Mornflake says: “It’s great to be upholding my family’s tradition of selecting, milling and producing our cereals ourselves 14 generations on. We’ve always innovated and we are proud, particularly in current times, to offer value for money with no compromise on quality. Our new range of products, such as Ready Steady Oats, Mornflake Toasted Oatbran or Oatbran Flakes with Sultanas and Apple are simple to use and perfect for those with busy lifestyles. We’re also proud of our special way of milling that we’ve evolved over hundreds of years to retain all the ‘wholegrain’ goodness of the oats as well as their natural flavour so that our customers can enjoy a healthier, tastier breakfast.”

All Mornflake oats cereals are sourced from carefully chosen British farmers helping to preserve this important UK crop. Mornflake cereals are available at leading supermarkets and individual retailers. For further information visit www.mornflake.com.

ENDS

For further information please contact Claire Doherty on 07932 651 837 //
Claired@margaretstreet.com or Kate Van Beek on 07801 274695 // katevb@margaretstreet.com
* The inclusion of oatbran as part of a diet low in saturated fat and a healthy lifestyle can help actively reduce cholesterol. One 40g serving of oatbran contains 83% of the recommended daily amount (3g) of beta glucan – the soluble fibre absorbed into bloodstream that helps remove cholesterol.
Mornflake Lyles Golden Syrup Granola – £1.98 for 750g
For generations families in Britain have enjoyed their Mornflake porridge with Lyle’s Golden Syrup. Offering a modern twist on this classic, the unique taste and aroma of Lyle’s Golden Syrup is available in this delicious Mornflake granola, specially created to help you to
enjoy the goodness of oats in a new way.
Mornflake Utterly Apple Oat Crisp Clusters – £2.35 for 500g
Bursting with flavour, freshness and wholesome goodness, Mornflake Oat Crisp Clusters use creamy milled Mornflake oats to create the perfect oat clusters, combined with succulent pieces of dried apple and blended with apple juice for extra flavour.
About Mornflake:
Reportedly the 8th oldest company in the UK (source: realbusiness.com), the Lea family can trace their milling roots back to 1675 when they first started milling at Swettenham Mill near Congleton in Cheshire. The Second World War was a catalyst for the family business, which remains independent to this day. Philip Lea, father of the current Managing Director John Lea joined the RAF to support the war effort but was ordered to leave in 1941 and return to the business to feed the nation and build one of the only non-munitions factories given development permission by the Government at the time. The Mornflake brand was created in 1941.
Mornflake Oats Ltd employs 300 people and is one of Crewe’s largest employers. Staff and managers at Mornflake, MD included, do not have voicemail, preferring to speak with people in person. 8 employees alone in the organisation have the same length of service as the age of the company itself – 333 years.
Mornflake products are exported to 52 countries worldwide including the U.S.A, Japan, India, China (where it is the brand leader in oat cereals) and across Europe.
In the UK, Mornflake has a household penetration of 2.6m with a loyal solo purchase base of 30% (of all UK oats buyers only buy Mornflake) [Source: TNS Worldpanel, year end 2nd November 2008]
Mornflake is the no 1 brand of organic oats in value and volume [Source: TNS 52 weeks to 14th June 2009]

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