Action Corn Flakes

Action Corn Flakes is a private label breakfast cereal exclusively distributed and sold by Action, the European discount retailer. The brand name 'Action' refers to the company itself, which provides a wide range of affordable household products, snacks, and grocery items across several European markets including the Netherlands, Germany, France, and Sweden.

While the brand was founded in the Netherlands, the manufacturing of these corn flakes occurs across multiple countries within the European Union to support Action's extensive logistical network. The ultimate owner of the brand is 3i Group plc, a British multinational private equity and venture capital company which acquired a majority stake in Action in 2011. This ownership has allowed the brand to expand rapidly from its Dutch roots into a major international discount chain.