Cereals-based food lacks innovation, according to research for the Cereals Industry Forum project run by the Home-Grown Cereals Authority (HGCA).
The work marks the launch of the Innovation Index - a research programme intended to measure the level of innovation in the sector on a six-monthly basis. It is funded by the HGCA.
"When analysis of the Cereals Promoting Business Excellence (PROBE) programme was made available to the HGCA earlier this year, it was clear that innovation could be stronger," said HGCA assistant director of market development Rebecca Geraghty. "The Innovation Index provides the industry with ongoing feedback."