Morrisons Special Flakes Red Fruit

Morrisons Special Flakes Red Fruit is a private-label breakfast cereal produced for the British supermarket chain Morrisons. The product is manufactured in the United Kingdom, aligning with the retailer's long-standing strategy of local sourcing and vertical integration. Unlike many of its competitors, Morrisons operates a significant number of its own food production sites, although it also partners with various UK-based cereal manufacturers for its own-brand ranges.

The brand's history dates back to 1899, when William Morrison founded the company as a humble egg and butter stall in Rawson Market, Bradford. Over the decades, it evolved into one of the 'Big Four' supermarkets in the UK. In October 2021, the company underwent a major shift in ownership when it was acquired by the American private equity firm Clayton, Dubilier & Rice (CD&R) for approximately £7 billion, leading to its transition from a public company to a private entity. As of 2026, Morrisons continues to operate under CD&R's ownership, maintaining its headquarters in Bradford, West Yorkshire.