Eat Natural, maker of nut and fruit bars, has launched a completely new category of toasted mueslis. Eat Natural for Breakfast is a range of four premium toasted mueslis plus two premium 'breakfast on the go' bars.

The mueslis use a range of wholesome and unusual ingredients such as cape gooseberries, toasted buckwheat, whole pecans and crunchy toastcrumbs, combined with oats, honey, nuts and mixed seeds. All four Eat Natural for Breakfast recipes were launched in Waitrose stores nationwide earlier this month in recyclable, 450g bags at £2.99.

The company is doubling its marketing budget by investing £1M on the Eat Natural for Breakfast launch. Praveen Vijh, company founder, said: "When it comes to breakfast, we don't exactly plan the menu, do we? We figured perhaps we could help. By putting a little bit of care and indulgence back into breakfast, we could make Eat Natural for Breakfast a more relaxed, natural and special affair."