Mornflake boasts 14 generations of oat-milling expertise since William Lea first founded the business in Cheshire in 1675, rooted in highly ethical and rigorous quality standards. Yet, the business mostly supplied private labels and needed a brand proposition to capitalise on their unrivalled credentials.
We immersed ourselves into the family history and delved into today’s expectations and attitudes towards breakfast and explored a range of concept propositions.
The winning expression leverages Mornflake’s history and balances a mix of authenticity, health, nostalgia and contemporary culture.
Today the range has grown a portfolio of over 40 products and is distributed nationwide through Tesco, Sainsbury’s, Waitrose, Asda and Ocado.
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