The company now has a core listing with Brakes, which will expand its out of home market and widen its availability to restaurants, hotels and caterers as well as cafés and bakeries.
Aisling Syme, Dorset Cereals brand manager, said: “We are pleased to be targeting the out-of-home market and provide high-quality breakfast to top end establishments. Dorset Cereals will provide a quick way for caterers to offer their customers a more luxury breakfast cereal choice.”
Stuart Coton, senior purchasing manager at Brakes, added: “We’re excited to be offering a wider range at breakfast and hope this will allow our operators to create an interesting point of sale for their clientele.”
As previously reported, Allied Bakeries’ parent company Associated British Foods (ABF) is to buy UK premium cereal maker Dorset Cereals in a deal believed to be worth £50m.
It is the second cereal brand to come under the company, joining Jordans, which was absorbed into the business when it was merged with Ryvita in 2008.
The brand will stay with current owner Wellness Foods, which bought it for £50m in the same year. The cereal brand ranked sixth in its market last year, accounting for a 2% share of the overall retail value, according to Euromonitor International. ABF ranked at fifth with Jordans.
Dorset manufactures premium breakfast items including porridge, granola, muesli and cereal bars and has annual sales of £40m.