Eat Natural is moving into the breakfast category with the launch of four toasted muesli mixes next month in the UK.
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The two gluten-free and two non-gluten-free recipes are being launched in a bid to grow the muesli category by GBP5m (US7.8m) in the next two to three years, the company said.
The gluten-free range includes a raisin, almonds, mixed seeds and crispy rice option. The non gluten range includes a toasted oats, cape gooseberries and pecans product.
“For us its all about creating some excitement around breakfast through a range of toasted muesli mixes that really offer something new, different and unique for consumers at this time,” said a spokesperson for Eat Natural.
“We want to take breakfast beyond utility to a much tastier, special and indulgent place and create products that reflect this in their more premium, more natural and better tasting credentials.”
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By GlobalDataTesco will be the first to list the two gluten-free mixes from 17 May and Waitrose and Asda will follow with two non-gluten mixes in June.
