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Dorset Cereals is based in Poundbury, on the edge of Dorset. Since a major re-invention seven years ago, it has become one of the most successful and recognisable food brands in the UK. Every year, 25 million packs are sold in the UK and abroad – with 15 million of those packs destined for UK breakfast tables. Dorset Cereals currently has a 30% share of the muesli market in the UK.