Dorset Cereals


Dorset Cereals is a British breakfast food manufacturer, based in Poundbury, Dorset. It was founded in 1989 by Terry Crabb and manufactures muesli, porridge, and granola. Its products are exported to more than 70 countries.

History

Dorset Cereals has experienced significant growth, especially in export markets. Since 2000, the company has been based at a purpose-built barn factory in Poundbury, the town built according to the vision of Charles, Prince of Wales.
In 2012, Associated British Foods purchased the company for £50 million from its private equity owners, Langholm Capital. It is now part of The Jordans, Dorset & Ryvita Company subsidiary of ABF.
The company runs the Dorset Cereals B&B Awards which recognises the best bed and breakfasts in the UK.

Products

Dorset Cereals manufactures its breakfast products, muesli, porridge and granola at its purpose-built barn in Poundbury, construction of which was overseen by Léon Krier. The company sources British oats, spelt and wheat flakes. Overall, 80% of its ingredients are sourced from the UK. The simple but "quaint" packaging has attracted attention.

Sugar levels

Health campaign group Action on Sugar has criticised the high levels of sugar in Dorset Cereals products and the failure of Dorset Cereals to adopt the colour-coded labelling recommended by the Department of Health or any front-of-pack nutrition labelling. Dorset Cereals responded that "We believe most people who eat our muesli understand that dried fruits, nuts and seeds contain some naturally-occurring sugars and fats, but are also an excellent source of fibre and whole grain, as well as essential vitamins and minerals."

Recognition

In 1999, Dorset Cereals won a Queen's Awards for Enterprise for Export Achievement.
Dorset Cereals received second place in The Dieline packaging industry awards 2015 for fresh and prepared food.
Dorset Cereals products have also received several Great Taste Awards.