Readily Available Breakfast Option Within Easy Reach
CBL has come up with a breakfast cereal that packs in nutrients and energy, ready-to-eat straight out of a pack
Millions of Sri Lankan children who start the day early have a new option for breakfast from a familiar ready to eat food manufacturer. Ceylon Biscuits Ltd (CBL) recently unveiled ‘Nutriline’ the new breakfast cereal made entirely of locally procured grains such as soya, rice, green gram and corn. The first two variants under the Nutriline umbrella – Nutri Pops and Rice Pops hit the retail shelves in 100 gm boxes as well as a 30 gm serving size pouch. The company plans to add several new variants to its portfolio in the near future.
Recognising the need for a convenient product at an affordable price for mothers to give their school going children, CBL came up with a breakfast cereal that packs in nutrients and energy, ready-to-eat straight out of a pack. Both Nutri Pops and Rice Pops are enriched with iron, and do not contain any artificial flavours, colours or preservatives.
“This is a revolutionary step forward for mass consumers who want easy and affordable access to a wholesome breakfast,” explained Susantha Gunawardene, Managing Director of CBL Foods International Ltd, a subsidiary company of CBL that manufactures confectionaries such as Tiara cakes and Ritzbury chocolates.
“There is a growing consumer demand for breakfast cereals” noted Gunawardene who added that breakfast cereals was a new concept in Sri Lanka, with imported brands being too expensive and afforded by a niche upper end market. With Nutriline, CBL hopes to break this trend and offer a classic breakfast cereal using a local and familiar product base, which will provide children with the required daily nutrition. The offer of convenience means that mothers do not have to labour over cooking areas to provide the traditional rice based breakfast, a meal habit among most Sri Lankans.
Ingredients for Nutriline are from the CBL’s backward integration project where farmers are supported to grow grain which is bought back by Plenty Foods, another subsidiary under the CBL umbrella. Nutriline will be priced at Rs 25 for the pouch and Rs 100 for the box.
