UK: Great Little Grains launches breakfast cereal in a tube

Great Little Grains, a UK-based cereal firm, has announced the launch of a new line of breakfast cereal packed in a board tube.

Sown & Grown mueslis and granolas are promoted as "batch produced" and "expertly crafted in the heart of the English countryside" using "100% British grains".

Developed in partnership with packaging Alexir, the tube format is said to feature a plastic base sealed with an impact adhesive and also has a resealable closure designed to "lock in the freshness".

Commenting on the launch, Great Little Grains co-founder Phil Toms said: ‘Entering the competitive cereal category with a new brand required a unique point of difference. The use of the visually disruptive tube which when combined with the striking brand design gives the new Sown & Grown brand from Great Little Grains the opportunity to be noticed at the point of sale".

The launch range, which is debuting in supermarket chain Sainsbury's, comprises Muesli in the varieties Apple & Raspberry, Four Grain and Mixed Berry & Nut, and Granola in the varieties Three Grain, Apple & Blackcurrant and Nuts & Seeds.

Source: Great Little Grains