Waitrose deal for Just Live a Little luxury breakfast granolas

Just Live a Little's luxury breakfast granolas from Northern Ireland are now on sale in Waitrose stores in Britain.

Based at Portaferry in county Down, Just Live a Little is supplying two products from its range of breakfast cereals. The products now on the shelves at 150 Waitrose stores are Artisan Whole Almond and Artisan Cranberry and Cashew granolas in 400g packs.

The contract is Just Live a Little's first business with main Waitrose stores and follows extensive samplings and discussions with the store's buyers. The company has been listed in Little Waitrose for the past year.

The deal is the latest in a series of sales successes for Just Live a Little in markets outside Northern Ireland. Other recent successes include contracts in Germany, Spain, Sweden, Italy, and Slovenia.

Just Live a Little is a business owned and managed by husband and wife team David and Jill Crawford, who began making granola by hand in 2011. As a result of these deals, the company is now among the most successful artisan producers in Northern Ireland.

Referring to the new business with Waitrose, Jill Crawford, the company's commercial director, says: "It's a massive boost for us to see our granolas on the shelves of Waitrose, one of the most influential retailers in Britain. This is a great opportunity for Just Live a Little to sit alongside large cereal brands.

"Waitrose, to our mind, is a perfect match for our luxury granolas which have won a series of awards for outstanding quality and taste. It's a hugely prestigious for our products.

"Our pitch is to customers seeking luxury and handcrafted products which offer great taste and a rich in nutrients at breakfast.

"Our customers are typically those seeking healthier products that ensure quality, outstanding flavours, wholesomeness and provenance. All our products are made from the finest ingredients and are fully traceable,"

"We are already working with Waitrose staff to maximise the business opportunity for us and hope to see the products extended throughout the extensive Waitrose network of stores in Britain," adds Mrs Crawford.

Just Live a Little breakfast granolas and other cereals and snacks are all handmade and are preservative free and have been created by David and Jill Crawford.

The granolas are slow baked and are available in a range of delicious flavours. The company also makes a range of gluten-free granola.