THREE of the biggest names in breakfasts are said to be competing to buy privately owned Dorset Cereals.

Jordans, Kellogg and Weetabix are all interested in buying the Dorchester-based company, according to reports, which puts its value at more than £50million.

Dorset Cereals is owned by Wellness Foods, which also owns Rose Honey.

A statement from the company said: “Dorset Cereals has been producing award winning breakfast cereals for many years and, according to the latest Kantar World panel market data to January 5 2014, has seen the fastest growth in the number of buyers of any major brand in the cereal category.

“In the past year over two million households have bought the brand – not bad for a tiny little company from Dorset!

“As a consequence of our success our owners Wellness Foods have had interest from a number of companies. This is a confidential process and no decision has yet been made as to whether a sale will take place.”

It said it was “business as usual” for the company’s team at Poundbury, whose muesli, granola and porridge are exported to 70 countries.