The Brief

Turn 14 generations of family milling heritage into a brand proposition

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.

The Solution

A uniquely distinctive and progressive family brand, building on 300 years of passion for doing it their way

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 Solution

The winning expression leverages Mornflake’s history and balances a mix of authenticity, health, nostalgia and contemporary culture.

The Results

A Nationwide portfolio of over 40 products

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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