Empire Bespoke Foods has launched US breakfast cereal Marshmallow Mateys into the UK convenience channel.
An established brand across the pond, the frosted whole grain oat cereal delivers a sweet, toasted oat flavour alongside a considerable number of marshmallow chunks.
The launch comes at a time when at-home breakfasts are now a key driver for the category, with 93% of people eating breakfast at home.
“Marshmallow Mateys brings something new to the breakfast table and is the perfect way to make breakfast fun,” said Marshmallow Mateys Brand Manager Madina Kaiumova. “The combination of its popular toasted oat flavour with delicious, sweet marshmallows certainly brings something new to the breakfast table.”
Marshmallow Mateys (RSP £3.75 per 320g pack) is available direct to independents and through wholesalers including Bestway, Glencrest and others.
