Dorset Cereals muesli reformulation slammed by shoppers
Published on The Grocer
Dorset Cereals has been panned by shoppers after replacing its Simply Delicious muesli with a more expensive and less healthy alternative.
Earlier this year, Dorset Cereals replaced its Simply range with a three-strong range of mueslis, Simply Fruity, Simply Nutty Muesli and Delicious Fruit & Nut Muesli.
Dorset Cereals directed Simply Delicious shoppers to switch to Delicious Fruit & Nut Muesli via a now-deleted tab on its website. However, the replacement cereal is 23.1% smaller, with the pack size reduced from 650g to 500g, analysis by The Grocer shows.
Delicious Fruit & Nut Muesli carries an average rsp £3.99 across retailers stocking the NPD, compared with an average rsp of £3.60 for Simply Delicous, last seen is Asda on 15 September [Assosia]. This equates to a 44% per kilo increase for shoppers switching to a new cereal.
Published on The Grocer, 15th October 2026
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