Dailycer to double turnover to £54M

By John Wood

- Last updated on GMT

New technology has made breakfast cereal maker Dailycer more competitive
New technology has made breakfast cereal maker Dailycer more competitive

Related tags: Cereal bars, Welsh government, Wales

Breakfast cereal manufacturer Dailycer is aiming to double its turnover to more than £54M in the next three years following a £4.2M investment in a high-tech production line.

Dailycer UK, which is based at Deeside Industrial Park in Deeside Enterprise Zone, produces own-label cereals and cereal bars for UK supermarkets. The line will be officially launched at an open day during Flintshire Business Week which runs from October 13–16.

The investment involved the creation of a mezzanine floor and external extension to accommodate the new cereal bar production line. It will boost the factory’s production capacity to 5,200t of cereal bars a year. Discussions around new products are also under way with existing and potential new customers in the UK and Europe.

The investment and expansion which was supported by £480,000 from the Welsh government's Economic Growth Fund has created 15 jobs, bringing staff numbers up to 154.

Ambitious growth plans

Economy minister Edwina Hart, who visited the company last year, said: “Dailycer is an important employer in the region and I am delighted Welsh government support is helping to create and safeguard jobs. The company has ambitious growth plans and it’s good to hear this investment will increase the company’s competitiveness and open up a range of new business opportunities.”

Md Pete Robertson said the equipment introduced new technology to the site, enabling the business to compete effectively in an increasingly competitive market.

It means production is leaner, more energy efficient and minimises waste with features that add value through the ability to create an extensive range of new recipes, coatings and innovative shaped bars.

Robertson said: “A wider and highly innovative product range makes the business far more competitive for the future and opens up a range of new opportunities to serve different market segments and explore export markets.

‘Future growth’

“We have exciting plans and this first phase investment creates the platform for this future growth, which is great news for the staff who are extremely loyal, skilled and hard working.

“Without support from the Welsh government this project would not have gone ahead. It was vital and provided our new owner with the confidence to make a substantial investment in the facility. We have already seen a significant increase in cereal sales recently and we aim to double turnover in three years to over £54M.”

Dailycer is owned by an Indian entrepreneur, who acquired it in 2013, following the insolvency of its German parent company.

Related topics: Bakery, Cereals and bakery preparations

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