Tata Consumer Products, parent to big brand teas Tetley, tea pigs and Good Earth has made a significant move into the competitive £2.61 billion* world of breakfast cereals this week with a launch of a unique range of Crunchy Millet Mueslis, Joyfull Millets.

From early concept and market evaluation to development and final execution of branding and marketing collateral, Tata Consumer worked with independent creative agency neverland to create the strong proposition being brought to market.

“For too long innovation in the cereal category has been about different formats, flavours, lower sugars, or functional enhancements; we’re taking a different approach, going back to basics and harnessing the benefits of millets, an ancient grain which is not typically used in the UK and giving it a modern and tasty twist” says Sinead McAleese, Chief Marketing Officer for Tata Consumer Products. “It’s the core ingredient of millets which takes Joyfull Millets into innovative cereal territory. Millets are an extra super super-grain. As a core ingredient our mueslis are full or natural goodness and have an impressive and pleasing crunch, long after your choice of milk or dairy alternative has been poured over it.”

The range of Joyfull Millets mueslis are being launched initially through Tesco, with three variants Joyfull Millets Crunchy Muesli Fruit & Nut; Honey & Nut; and Chaco & Nut, a flavour co-developed with Tesco.

A fourth flavour is also available in the range, Joyfull Millets no added sugar Fruit, Nut & Seeds.

Wanting to bring the concept of a millet-based cereal to western markets in a way that would have stand out appeal in a crowded market, Tata Consumer brought in neverland from the very early stages of concept development. “This is the sort of brief that we set neverland up to tackle in the first place.” said Simon Massey co-founder of the agency.

Evaluating the competitive landscape; trends and opportunities, neverland worked with Tata Consumers’ innovation team to create a strong proposition for Joyfull Millets and worked with the Joyfull brand to conceptualise and deliver the distinctive brand vision and voice Joyfull Millets has today.

At launch Joyfull Millets muesli is being supported by PR to raise awareness of mighty millets and the Joyfull Millet muesli range. In addition, a nationwide digital, influencer and social media campaign, and widespread sampling of with over 500k samples, will ensure news on the great taste and crunch of JoyfulI Millets Muesli will spread fast. Tata Consumer will also harness the power of its other in-house brands, co­ promoting Joyfull Millets as a typical breakfast companion of tea.

Find out more on neverland.