Cereal packed with milk to hit U.K. shelves

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DUBLIN -- Irish gourmet meals company Ennis Foods is launching a new snack food concept in the U.K.--boxes of dry cereal packaged with long-life milk. The first batch of Rumblers will go on sale in the U.K. on February 12.

In all, Rumblers will have immediate access to U.K. consumers through 400 Tesco and 600 Safeway supermarkets, plus 1,000 Simple Simon and 600 All-Day stores. Rumbles is expected achieve its market debut in Ireland by March 1.

Rumblers comes in three sizes: a pack of individual servings, a medium-sized cereal box and a large box. The milk is sealed in a pouch.

"One of Rumbles' main attractions and selling points is the product's 28 day shelf life. We expect to earn revenue of $86 million a year on this brand line alone in 1998," says Ennis Food's general manager Declan Ennis.

Copyright January 1998, Crain Communications Inc.

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