Doves Farm unveils new clean-label breakfast flakes
The new cereal is Soil Association Certified, free from artificial additives, and positioned as a nutritious, versatile base for breakfast bowls topped with milk, fruit, or seeds.
UK – Doves Farm, the UK’s leading organic flour brand, has expanded its award-winning breakfast portfolio with the launch of Organic Ancient Grain Spelt Flakes, a two-ingredient cereal designed to meet rising consumer demand for clean-label, high-fibre morning options.
The launch taps into the rising consumer demand for ancient grains and clean-label breakfast options, offering a nutritious and wholesome start to the day.
The new product features light, crispy wholegrain flakes made from sustainably grown organic spelt and a subtle dash of organic corn syrup.
According to recent market data, total spelt flour volume in the UK has increased by 5.4%, while Doves Farm’s own spelt flour sales have surged 9.7% year-on-year.
The new cereal is Soil Association Certified, free from artificial additives, and positioned as a nutritious, versatile base for breakfast bowls topped with milk, fruit, or seeds.
“Spelt is one of our hero grains, loved for its nutty flavour and natural nutritional benefits,” said Clare Marriage, Co-Founder of Doves Farm.
“Our new Organic Spelt Flakes bring this ancient grain to the breakfast aisle in a simple, great-tasting format that fills a real gap in the market”.
The product aligns with Doves Farm’s broader mission to promote sustainable agriculture and transparent food sourcing.
With 10g of fibre and 14g of protein per 100g, the flakes offer a nutrient-rich alternative to conventional cereals, appealing to eco-active shoppers and health-conscious consumers alike.
Available in 375g packs, the flakes are priced at £3.75 (US$5.06), with an introductory offer of £2.50 (US$3.37) to encourage trial.
The cereal is also Kosher certified, vegetarian-friendly, and made in Italy using EU-sourced spelt.
Retailers are expected to benefit from the product’s strong positioning in the growing organic and ancient grain segments, which continue to outperform traditional cereal categories.
The launch reinforces Doves Farm’s reputation as a leader in ethical, ingredient-led innovation.
As breakfast habits evolve and consumers seek simpler, more wholesome choices, the launch reinforces Doves Farm’s position as a leader in organic baking and cereals while meeting evolving consumer preferences around health and sustainability.
Sign up to HERE receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
