Pioneer Foods-owned cereal brand Lizi’s is branching out into the muesli category with a new line featuring functional benefits.
Vegan-friendly Lizi’s Super Muesli contains a mixture of toasted and untoasted oats as well as ingredients such as turmeric, barley, hemp, maca powder and quinoa.
Four flavours will be available: boost, with mango, papaya and turmeric; cleanse, containing cranberry, raspberry and cherry; focus, featuring hazelnut, pecan and maca; and glow, with fig, apple and almond.
“Our research has shown us that 25-35 year olds have the highest consumption of muesli, eating the cereal at least weekly. We also know that this is the age group that is looking for innovation and expect to be wowed,” said Alice Bream, brand manager at Lizi’s.
“The muesli category has seen some innovation in terms of flavour introductions. However, our research shows the consumer is looking for more unique products, which offer added health benefits – this could be one of the reasons why the category is in decline at -3.5% YOY. When you compare this to the granola category, which has seen a plethora of innovation, there is strong growth +8% YOY in comparison.”
Lizi’s Super Muesli will be available in the UK as of March with a recommended retail price of £4 per 400g pack.
Last year, Lizi’s expanded its low-sugar granola portfolio with a digestive health variant that contains natural ingredients combined with stomach-friendly bacteria.
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