Mornflake

Mornflake is a producer of oat and oat-based breakfast cereals. Based in Crewe, Cheshire, England, it was founded in 1675. Mornflake Oats is the official shirt sponsor of Crewe Alexandra Football Club.

Company background

The Mornflake brand of oat cereals was created in 1941, during the Second World War. The brand has been relaunched with updated packaging and a new products. The company has been milling oats in Cheshire since 1675 and is now one of Crewe’s larger employers, alongside companies such as Bentley Motors.

History, provenance and distribution

Mornflake was first launched in 1941 by the Lea family who have been milling oats in Cheshire since 1675 (for 14 generations). John Lea is the Managing Director. Mornflake is produced by Mornflake Oats Ltd, a subsidiary of Morning Foods, reportedly the 8th oldest company in the UK.

Mornflake oats are produced from grain grown on farms throughout England, Scotland and Wales. Mornflake products are exported to 52 countries including the U.S.A, Japan, China, India and across Europe. The company has been a previous winner of the Queen's Award for Export Achievement.

Financial

The brand retail value of Mornflake is £11m.^[1]

References

1. ^ Source: TNS, 52 weeks to 5/10/08