Murray River Organics has partnered with Coles to enter the $1 billion breakfast cereal category, with the consumer brand launch of a new range of organic mueslis in 800 stores nationwide. It is expected to raise $5 to $6 million in revenue per annum.
Eight new products will enter in Coles supermarkets, with the partnership backed with a new communications program, including a new website, Instagram and Facebook.
The organics market is estimated to be worth $2.6 billion, with around 65 per cent of Australian households buying some form of organic product or produce each year – which has an annual growth of five per cent.
In March, MRG announced a $15 million supermarket deal, confirming two new contracts to bring better-for-you products to more consumers.
“We have made significant investments over the last nine months to develop the Murray River Organics brand proposition ensuring it is aligned to the company’s strategy and purpose,” said MRG CEO Valentina Tripp.
“We believe that the brand is authentic, has integrity and delivers accessibility for organic products to Australian consumers.”
“What’s also important is that MRG’s products carry the Australian Certified Organic BUD Logo with the Australian Certified Organic Standard – considered to be one of the most respected and rigorous standards in the world, and the symbol that is widely recognised as having integrity and that consumers look for when they are purchasing organic lines.”
The new range of 100 per cent organic muesli has no added sugar and is available in five flavours across two formats.
MRG chief marketing officer Tara Lordsmith said the launch of the new rage is timely with consumers shifting to healthier, more transparent and more ethical food.
“The launch of our new organic range is timely given this shift in the community and the increased value and importance of our food system,” said Lordsmith.
“In addition to the organic muesli range, we will also soon be launching 11 new organic products in snacking and the pantry range to be available through Metcash for the IGA and other independent retailers. This builds on the March launch in Woolworths of Murray River Organic’s branded Coconut and Avocado oils.”
The new range available in Coles includes:
- Coffee, Fruit & Muesli, 400g cannister
- Macadamia & Cranberry Muesli, 400g cannister
- Tropical Muesli, 400g cannister and 5x60gm multi-pack
- Apple & Cinnamon Muesli, 400g cannister and 5x60gm multi-pack
- Banana, Coconut and Berry Muesli, 400g cannister and 5x60gm multi-pack