Dorset Cereals

British manufacturer of breakfast cereals

Dorset Cereals

Company type| Division
Industry| Food processing
Founded| 1989; 36 years ago (1989)
Founder| Terry Crabb
Headquarters| Poole, 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 in Poole in Dorset, England. The company was founded in 1989 by Terry Crabb and manufactures muesli, porridge, and granola. Its products are exported to more than 70 countries.[1]

## History

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Dorset Cereals was started by Terry Crabb from his garage in 1989.[2] The company has experienced significant growth, especially in export markets.[1][3][4] From 2000, the company was based at a purpose-built barn factory in Poundbury. In 2012, Associated British Foods purchased the company for £50 million from its private equity owners, Langholm Capital.[5] The company is now part of The Jordans, Dorset & Ryvita Company subsidiary of ABF. In 2018 production moved to Poole. [6]

The company runs the Dorset Cereals B&B Awards which recognises the best bed and breakfasts in the UK.[7][8]

## Products

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Dorset Cereals muesli

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][9]

### Criticism

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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.[10] 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."[11]

## Recognition

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In 1999, Dorset Cereals won a Queen's Awards for Enterprise for Export Achievement.[12] The company received second place in The Dieline packaging industry awards 2015 for fresh and prepared food.[13]

Dorset Cereals products have also received several Great Taste Awards.[14]

## References

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1. ^ a b c "Dorset Cereals: Changing the world, one breakfast bowl at a time". The Independent. Retrieved 4 August 2016.
2. ^ Chan, Szu Ping (3 September 2022). "How Liz Truss hopes to spark growth by repeating a Victorian experiment". The Telegraph. ISSN 0307-1235. Retrieved 23 September 2022.
3. ^ "Associated British Foods to buy Dorset Cereals - FT.com". ft.com. Retrieved 4 August 2016.
4. ^ "Company Profile Dorset Cereals". thegrocer.co.uk. Retrieved 4 August 2016.
5. ^ "Dorset Cereals sold in £50million deal (From Dorset Echo)". dorsetecho.co.uk. 6 June 2014. Retrieved 4 August 2016.
6. ^ "Dorset Cereals move to Poole described as bittersweet". www.dorsetecho.co.uk. 29 April 2018. Retrieved 17 October 2022.
7. ^ "Dorset Cereals B&B awards – Dorset Cereals". dorsetcereals.co.uk. Archived from the original on 16 July 2016. Retrieved 4 August 2016.
8. ^ http://www.westerngazette.co.uk/TRACK-Tracey-Baker-Britain-s-best-B-B-jump-chance/story-28475865-detail/story.html[permanent dead link]
9. ^ "Matthew Fort: How many seemingly bucolic products are actually made by big corporations?". The Guardian. Retrieved 4 August 2016.
10. ^ Bodkin, Henry (8 August 2017). "Upmarket cereal brands ignore sugar content warnings". The Daily Telegraph.
11. ^ "Dorset Cereals criticised for not putting sugar level warnings on boxes". Bournemouth Echo.
12. ^ "The Queens Award winners". The Guardian. Retrieved 4 August 2016.
13. ^ "The Dieline Awards 2015: 2nd Place Fresh & Prepared Food- Dorset Cereals". thedieline.com. Retrieved 4 August 2016.
14. ^ "Our Awards – Dorset Cereals - honest, tasty & real unadulterated breakfast pleasure, muesli, porridge and cereal". Archived from the original on 2 February 2016. Retrieved 24 January 2016.