Nutriline: new option for breakfast

Millions of Sri Lankan children who start the day early have a new option for breakfast from a familiar ready to eat foods 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 name Nutri Pops and Rice Pops hit the retail shelves in 100 gms boxes as well as a 30 gram serving size pouch. The company plans to add several new variants to its portfolio in the near future.

Recognizing the need for a convenient product at an affordable price for mothers to give their schoolgoing 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.

‘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 to provide the traditional rice based breakfast, a meal habit among most Sri Lankans.