Deeside breakfast cereal manufacturer Dailycer to double turnover following £4.2m of investment.

Dailycer UK, the Deeside Industrial Park based business which produces own brand cereals and cereal bars for the UK’s leading supermarkets is set double its turnover to over £54m in three years.
The upturn in revenue will be in part, due to a £4.2 million investment in a new hi-tech production line – which officially launches next month –
The investment and expansion – which was supported by £480,000 from the Welsh Government’s Economic Growth Fund – safeguarded the entire workforce and has already created fifteen new jobs, bringing staff numbers up to 154.

The investment involved the creation of a mezzanine floor and extension to accommodate a new hi-tech cereal bar production line.

Production will be boosted to a capacity 5200 tons of cereal bars a year and discussions around new products are already under way with many existing and potential new customers in the UK and Europe.

The new line, which is now ready for commercial production, will be officially launched at an Open Day during Flintshire Business Week (13-16 October).

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.”

Managing Director Pete Robertson said the new state-of-the-art equipment introduces new technology to the site enabling the business to compete effectively in an increasingly competitive market.

The equipment means production is leaner, more energy efficient and minimises waste with a number of sophisticated features which add value through the ability to create an extensive range of new recipes, coatings and innovative shaped bars.

Mr 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.

“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.

Dailycer’s fortunes have been turned around since its acquisition by an Indian entrepreneur in 2013, following the insolvency of its German parent company.