Mornflake’s drive for better dietary health in Britain.

Despite the ever-growing fitness industry and raft of media focussedon good food and diet, heart and gut health in young people in the UK has never been poorer, no thanks to fast food and mis-planned meals.

Having identified the challenge, we needed to engage younger generations with the power of oat bran in a daily diet – the triple power in fact, to benefit HEART, GUT & BRAIN HEALTH. Hence the creation of Beta3

Unfortunately for oat bran, it’s often perceived as brown stodgy stuff that ‘keep things moving’.

We wanted to ensure that oat bran had the potential to sit in people’s minds as the breakfast choice that wasn’t a bland commodity, but a tasty, beneficial one.

Applying our ShelfHappy® principles, the Beta3 concept was created and the packs now stand out amongst the category with a bold colour pallette, an emphasis on taste and the trio of daily benefits, with graphics and illustrations to clearly support
the claim.

Beta3 launched into Sainsbury’s, ASDA, Morrisons as well as Ocado October 2024 and other exciting new products are in the pipeline.

"We’ve enjoyed working with F&f for yet another year and see you very much as a partner in helping us drive the brand forward. To that end, we look forward to working with you as go into 2025.”  Justin Lobb -
Commercial Director, Mornflake