Morning glory

Mornflake is giving shoppers breakfast on tap with the launch of Superfast Pots, a range which turns into ready-to-eat bowls of cereal and milk just by adding a splash of cold water.

The pots are available in four flavours, Granola, Oatbran Flakes, Fruit & Fibre and Muesli, RRP £1.29, and contain a spoon so they can be consumed immediately. They are currently stocked in Nisa.

Richard Jones, Mornflake marketing manager, said 26% of the population were still skipping breakfast due to lack of time.

“There is a massive opportunity to increase consumption with quicker and easier-to-prepare ambient formats that deliver on taste.”