Monday, September 04, 2006

The Innocent of cereals?

I like muesli, I have for a while. But for so long it's either been hopelessly worthy or dull.

But now there's a new kid on the block: Dorset Cereals. They seem to have come from nowhere; first they were in our local corner shop, and now they're in Sainsbury's and Tesco's. And the good news for them, is they keep selling out.

The first thing is, like Innocent, the product is very good, it tastes great, there's a good range and from my experience it's better than most muesli's out there. Secondly, this definately feels like the first 'adult' cereal, or at least the first 'adult' cereal that somebody has taken the effort with.

But there may be a problem, I can't work out if this is a good thing or a bad thing, but Dorset Cereals does feel an awful lot like Innocent. If they were to do cereals, I don't think it would be a million miles away from here.
- a fun look to the packaging, yet at the same time quite understated
- down to earth communication style (feels very much like a conversation)
- yet allied with a slightly irreverent tone

This a definately a brand to keep an eye on, I suspect it could get a whole lot bigger.

1 Thoughts?:

Anonymous FishNChimps said...

The packaging does look bland, but maybe that adds to the appeal. At least they haven't gone down the cute / happy Innocent route, which is beginning to look rather jaded.

12:58 pm  

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