Dunnes Stores Special Flakes

Dunnes Stores Special Flakes are a private-label breakfast cereal consisting of toasted rice and wholegrain wheat flakes. As a store-brand product, it is designed to offer a high-quality alternative to national brands, specifically targeting the health-conscious market segments with its emphasis on whole grains.

The brand Dunnes Stores is an iconic Irish retail institution, originally founded in Cork in 1944 by Ben Dunne. Over the decades, it has grown into Ireland's largest retailer, remaining a family-owned business. Its private-label food products, like these Special Flakes, are typically sourced through a network of contract manufacturers. While the brand is Irish, the production of such cereals often occurs in multiple countries across the UK and Europe depending on the sourcing of grains and specific production contracts.

Ultimately owned by the Dunne family through Dunnes Stores Unlimited Company, the brand maintains its headquarters in Dublin, Ireland. This ownership structure ensures that the company remains deeply rooted in the Irish market while managing an extensive international supply chain for its food and fashion divisions.