Cereal firm marks 350 years of making breakfasts

Breakfast cereal firm Mornflake is planning a range of initiatives to celebrate its 350th anniversary.

The company, based in Crewe, Cheshire, is a family-run business dating back to 1675 and currently employing more than 300 people.

The company plans to donate £100,000 towards the town's new youth zone, and will also plant 350 trees across the county.

It has also renewed its sponsorship of the local football team and various local events.

The company was founded by William Lea, who began milling oats at Swettenham Mill, 10 miles away from its current headquarters, just nine years after the Great Fire of London.

It is now run by John Lea, the fifteenth generation of his family to oversee the business.

Mr Lea said he wanted to make it a memorable year and support the local community.

His company has been based at Gresty Road since 1941, and ships its products worldwide.

Mornflake first began exporting its first products to the Seychelles in 1958, and now sends its cereals to more than 80 countries across Asia, Africa and the Middle East.

Mr Lea said innovation was key to the company's success.

"We strive to bring new flavours and products to cereal lovers who appreciate our unstinting dedication to quality and remain loyal to the brand," he said.

Helen French, product development manager, said: "People are quite traditional when it comes to breakfast, they know what they like in a morning."

She added there was always room for innovation, however.

"We're always looking for new ingredients to add to products to increase health benefits," she said.

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