Dorset Cereals is seeking to rejuvenate the muesli category with the launch of two new Bircher mueslis.
Bircher muesli is a breakfast dish that originates in Switzerland and is traditionally made by soaking raw oats and grated apple overnight in juice and yoghurt, creating a cool and creamy kind of muesli.
Dorset Cereals Marketing Manager Virginie Lenfant said: “Bircher muesli is growing fast in popularity in both the chilled and ambient grocery market as well as out of home, and is also widely featured in recipes across consumer press.
“As leaders of premium muesli, we are perfectly placed to offer a way for consumers to create their own Bircher muesli at home, in as little as 30 minutes or overnight if preferred.
“Consumers can make individual or larger batches of the recipe in advance to eat as it suits them. This flexibility will also help drive incremental consumption, beyond the traditional breakfast occasion.”
Dorset Cereals Bircher Muesli Mix is made from a blend of fine cut oats and barley which is designed to be soaked in yoghurt and fruit juice and is ready to eat in 30 minutes. The new range is available in two flavour combinations – Raspberry & Blackcurrant and Almonds & Honey, both containing sliced apple – a traditional element of Bircher recipes.
Dorset Cereal says its own research has shown that nine out of 10 customers see Bircher muesli as something “new & different” and are really excited by the concept, but fundamental to the opportunity is building awareness as 85% of muesli consumers do not know what Bircher is.
Virginie Lenfant continues: “We are putting a lot of support behind the launch of our new Bircher Muesli Mix, with a consumer PR campaign, experiential sampling, a comprehensive shopper marketing initiative, and a beautiful illustrative video, advertised online with over 2.5 million targeted opportunities to see,” said Lenfant.
“We’re confident that our plans will drive excitement around a deliciously different way to enjoy muesli.”