New Mornflake Superfast Pots offer the convenience of a dry, ambient product, which turns into a ready-to-eat bowl of cereal and milk, just by adding a splash of cold water. Complete with integrated spoon and bowl-shaped pot, the Superfast Pots are available in four variants: granola, oatbran flakes, fruit & fibre and muesli. Rrp is £1.29. The launch is supported by sampling, print, social media and PR activity. Mornflake marketing manager, Richard Jones, said: "26% of the population are still skipping breakfast due to lack of time there is a massive opportunity to increase consumption with quicker and easier to prepare ambient formats."

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