Pioneer Foods launches own range of on-the-go cereals
We are excited to announce the official launch of our own cereal range, Perfekt for…. This new range will provide more breakfast variety to the on-the-go marketplace and the first product, Perfekt for… Wheat Biscuits is set to launch in 388 Tesco stores this year.
Convenience products have become more ‘on trend’ in recent times with Mintel research revealing that more than half of Britons are eating breakfast out of home and of these, a quarter are doing so on-the-go. But the convenience breakfast market has traditionally been dominated by porridge pots, and with on-the-go breakfasters not having much variety, we identified an opportunity to develop and launch our own wheat biscuit product, but with a twist.
John Hiles, CEO explains:
“Perfekt for… Wheat Biscuits have all the goodness and taste of traditional wheat biscuits but are round! The concept of a different shaped biscuit was brainstormed within the team; we wanted to do something unexpected but not take consumers away from what they know and love, whilst also working more effectively in an on-the-go pack.
“The different shape provides a point of difference to a very well-known and recognised cereal product. With Perfekt for… we wanted to ‘challenge squareness, and defy the norm,’ and we feel that this is exactly what the new Perfekt for… Wheat Biscuits do.”
The new cereal will be produced at our Wellingborough site, one of two Pioneer Foods factories in the UK which between them, produce more than 10 million bowls of cereal per week for all the major supermarket chains, including Marks & Spencer, Tesco, Aldi and Lidl.
“Perfekt for… wheat biscuits are retailed in an eye catching red re-sealable PET pot. There are three options on the packaging to help consumers pour the correct amount of milk depending on their preference for softer, just perfekt, or crunchier. The label is in keeping with the yellow that consumers tend to associate with wheat biscuits and the two colours work together to create stand out on the supermarket shelf,” comments John.
Wheat biscuits are the first product in what is planned to be an extensive range of on-the-go breakfast alternatives by Pioneer Foods. The Perfekt for... range is set to include a minimum of two additional wheat biscuit products, as well as featuring a variety of both muesli and granola-based products.
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