MURRAY River Organics has entered the breakfast cereal market, introducing a range of organic mueslis that hit the shelves at Coles supermarkets last week.
The company said the eight new products, to be made available in 800 Coles stores, were expected to bring in an estimated $5 million to $6 million per year.
Murray River Organics, which trades on the sharemarket under the letters MRG, has several farming operations in Sunraysia.
The launch of the new range coincided with refreshed looks for the company’s website and social media profiles.
Muesli offerings include tropical, apple and cinnamon, banana, coconut and berry, coffee and fruit, and macadamia and cranberry.
The products are being sold in 400g canisters and some were available in 5x60g multi-packs.
MRG chief executive Valentina Tripp said “significant investments” had been made over the past nine months to develop the brand proposition.
“We believe that the brand is authentic, has integrity and delivers accessibility for organic products to Australian consumers,” Ms Tripp said.
MRG described Australia’s breakfast cereal category as being worth more than $1 billion.
Chief marketing officer Tara Lordsmith said the launch was timely, given recent trends in consumer behaviour.
“In the last few months, with the impact of COVID-19, we are seeing a change in behaviour with consumers seeking better, healthier, more transparent and more ethical food,” Ms Lordsmith said.
MRG launched coconut and avocado oils in Woolworths supermarkets in March and said it was soon to launch 11 organic products in the snacking and pantry range through Metcash for sale at IGA and other independent retailers.
