Leading UK muesli and award-winning cereal manufacturer, Dorset Cereals, is re-launching the brand with a new partner in France with a target of becoming the leading premium muesli brand there. An ingeniously designed Smurfit Kappa point of sale (POS) display will help them build awareness and drive sales.

The company, which was voted one of the Brands of the Decade in Sainsbury’s magazine’s Noughties Food Awards, is famous for its breakfast cereals produced at Poundbury in Dorset, the uniquely traditional English village inspired and created by HRH The Prince of Wales.

Dorset Cereals makes mueslis, granolas, tasty fruit and fibre, tasty low-fat flakes, porridges and cereal bars. All the recipes are great tasting and packed with the natural goodness of flakes, dried fruits, nuts and seeds.

The Smurfit Kappa design team used Dorset Cereal’s stylish branding to fantastically eye-catching effect. The resulting four-tier display was also designed to be simple to erect irrespective of language, and sturdy in design to be in store for a full four-week off-shelf campaign.

Manufactured from FSC-certified EB flute, corrugated board, the unit is screenprinted in four colours with a matt coating to replicate the finish of the Dorset Cereals primary packaging displayed within the unit. The unit is fully recyclable. The first delivery has been shipped as flat packs to Dorset Cereals and will be in store in France from early September.

Jeremy Stoker, international sales manager at Dorset Cereals, says: “We are delighted with the Smurfit Kappa POS unit. The sales and design team have done an excellent job in turning this project around within three weeks – fantastic service! The unit is easy to transport, erect and to merchandise. Most importantly it makes our brand stand out, it looks stunning and is innovative, reflecting how we like to do things differently. Smurfit Kappa’s motto is ‘designing packaging to help their customers sell more’ and this display unit will certainly help achieve that.”