Premium cereal brand, Lizi’s, is extending its healthier breakfast offering by branching out into the muesli category with the launch of Lizi’s Super Muesli.
The company claimed the range is a 'first of its kind in the category', using a mixture of toasted and untoasted oats with fortified functional benefits.
Variants of the four-strong line contain vitamins and minerals, including Vitamin C, B6, B2 and Zinc, as well as natural ingredients such as turmeric, barley, hemp, maca powder and quinoa. The line is vegan friendly and GM-free.
Lizi’s Super Muesli comes in four varieties: BOOST – Mango, Papaya & Turmeric; CLEANSE – Cranberry, Raspberry & Cherry; FOCUS – Hazelnut, Pecan & Maca; andGLOW – Fig, Apple & Almond.
Alice Bream, brand manager at Lizi’s commented: “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.
“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.
“The launch of Lizi’s Super Muesli is a first to fixture, with its unique fortified functional benefits and of course being dust free like our granola. Our aim is to grow the category whilst attracting more shoppers to the fixture.”