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Dorset Cereals in line for £50m sale, according to reports
6:05pm Wednesday 2nd April 2014 in News
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.
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