Dorset Cereals

Type| Division
Industry| Food processing
Founded| 1989; 37 years ago (1989)
Founder| Terry Crabb
Headquarters| Poundbury, Dorset, England
Products| Breakfast cereals
Owner| Associated British Foods

Number of employees

| 100+
Parent| ABF Grain Products Limited
Website| dorsetcereals.co.uk

Dorset Cereals is a British manufacturer of breakfast cereals, based at Poundbury in Dorset, England. It was founded in 1989 by Terry Crabb and manufactures muesli, porridge, and granola. Its products are exported to more than 70 countries.[1]

## Contents

* 1 History
* 2 Products
* 2.1 Sugar levels
* 3 Recognition
* 4 References

## History

Dorset Cereals has experienced significant growth, especially in export markets.[1][2][3] 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.[4] 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.[5][6]

## 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.[1] The simple but "quaint" packaging has attracted attention.[7]

### 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.[8] 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."[9]

## Recognition

In 1999, Dorset Cereals won a Queen's Awards for Enterprise for Export Achievement.[10] Dorset Cereals received second place in The Dieline packaging industry awards 2015 for fresh and prepared food.[11]

Dorset Cereals products have also received several Great Taste Awards.[12]

## References

1. ↑ 1.0 1.1 1.2 "Dorset Cereals: Changing the world, one breakfast bowl at a time". The Independent. https://www.independent.co.uk/news/business/analysis-and-features/dorset-cereals-changing-the-world-one-breakfast-bowl-at-a-time-7893714.html. Retrieved 4 August 2016.
2. ↑ "Associated British Foods to buy Dorset Cereals - FT.com". ft.com. http://www.ft.com/intl/cms/s/0/c006fe9e-ecbf-11e3-8963-00144feabdc0.html#axzz3xuwLMsaq. Retrieved 4 August 2016.
3. ↑ "Company Profile Dorset Cereals". thegrocer.co.uk. http://www.thegrocer.co.uk/company-profile-dorset-cereals/120966.article. Retrieved 4 August 2016.
4. ↑ "Dorset Cereals sold in £50million deal (From Dorset Echo)". dorsetecho.co.uk. http://www.dorsetecho.co.uk/news/11261206.Dorset_Cereals_sold_in___50million_deal/?ref=eb. Retrieved 4 August 2016.
5. ↑ "Dorset Cereals B&B awards – Dorset Cereals". dorsetcereals.co.uk. https://www.dorsetcereals.co.uk/bnb-awards/. Retrieved 4 August 2016.
6. ↑ http://www.westerngazette.co.uk/TRACK-Tracey-Baker-Britain-s-best-B-B-jump-chance/story-28475865-detail/story.html[yes|permanent dead link|dead link}}]
7. ↑ "Matthew Fort: How many seemingly bucolic products are actually made by big corporations?". The Guardian. https://www.theguardian.com/lifeandstyle/wordofmouth/2009/jun/02/dorset-cereals-marketing. Retrieved 4 August 2016.
8. ↑ Bodkin, Henry (8 August 2017). "Upmarket cereal brands ignore sugar content warnings". The Daily Telegraph. https://www.telegraph.co.uk/news/2017/08/07/upmarket-cereal-brands-ignore-sugar-content-warnings/.
9. ↑ "Dorset Cereals criticised for not putting sugar level warnings on boxes". Bournemouth Echo. http://www.bournemouthecho.co.uk/news/15464930.Dorset_Cereals_criticised_for_not_putting_sugar_level_warnings_on_boxes/?ref=rss.
10. ↑ "The Queens Award winners". The Guardian. https://www.theguardian.com/business/1999/apr/21/1. Retrieved 4 August 2016.
11. ↑ "The Dieline Awards 2015: 2nd Place Fresh & Prepared Food- Dorset Cereals". thedieline.com. http://www.thedieline.com/blog/2015/4/27/2nd-place-fresh-prepared-food-dorset-cereals. Retrieved 4 August 2016.
12. ↑ "Archived copy". Archived from the original on 2 February 2016. https://web.archive.org/web/20160202124435/https://www.dorsetcereals.co.uk/category/our-blog/our-awards/. Retrieved 24 January 2016.

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