About Primrose
Primrose's Kitchen is a British breakfast cereal brand specialising in wholesome, nutritious organic gluten-free muesli and granola, handmade in Dorset. Founded by Primrose Matheson, the brand was created to offer cereals that are 100% organic, vegan-friendly, and gluten-free - meeting the needs of health-conscious consumers seeking quality breakfast options without compromising on taste or ethics. The Primrose's Kitchen range is made from British oats and features unique fruit and vegetable combinations including beetroot and carrot, creating versatile health foods that deliver a flavoursome, nutritious start to the day. Every product is handcrafted in the UK with careful attention to quality, and the brand has committed to making all packaging 100% recyclable to protect the environment. In 2019, Primrose's Kitchen was acquired by PK Ventures, an investment vehicle headed by three former Cadbury Schweppes executives and backed by notable figures including Ben Elliot (the government's food waste tsar), Kingfisher chairman Andy Cosslett, and adventurer and environmental campaigner Sir David Hempleman-Adams. This investment has helped the brand expand its presence and reach more health-conscious consumers. Available at quality UK retailers including Waitrose, Ocado, and Whole Foods Market, as well as independent health food shops, Primrose's Kitchen offers an accessible way to enjoy organic, plant-based breakfast cereals. The brand has also expanded internationally, with stockists in five other countries, bringing their commitment to healthy, sustainable breakfast options to a global audience.