Alara: Organic Muesli Wholesale from the UK’s Employee-Owned Pioneers

Thursday, 12 November 2026

News

Founded more than 50 years ago when Alex Smith found £2 on the street, Alara has always walked the walk when it comes to organics. It continues to produce innovative, delicious breakfast cereals without compromising the strong, sustainable values at the core of the business.

From a Squatting Shop to Half the UK’s Organic Muesli

The journey from selling unwanted fruit and veg at a “Squatting shop” to producing half of the UK’s organic muesli has been steady, but no less remarkable. Innovation and forward thinking, rather than trend-following, have been a constant theme. Alara produced the first Soil Association-certified breakfast cereal in 1988, the first Fairtrade cereals in 1993, and in 1996 became the first UK company certified by The Coeliac Society to produce gluten-free cereals.

Employee Owned Since 2024

In 2024, Alex handed ownership of the business to his employees through an Employee Owned Trust:

“Over the years, I have grown to appreciate the real value of money – less as something to possess and more as a tool with which to effect positive change. So, my priority, as Alara moves into a new phase, is that the business is given the opportunity to further enhance the values that we established right at the beginning – standing for social fairness and championing sustainability.”

It’s a generous gesture, and one that perfectly echoes the ethical principles the company was built on.

Organic Muesli Wholesale from Alara

We are proud to stock the Alara range, from classic organic muesli to gluten free muesli and porridge. Popular lines include the Organic Original Muesli and the Organic 30 Plants Muesli.

Alara was the first UK company certified by The Coeliac Society to produce gluten-free cereals, and that heritage lives on in the range. Take a look at the Organic Gluten-free Muesli with Goji & Cranberries and the Luxury Gluten-free Porridge.

Take a look at our full range of cereals and muesli, or open a trade account to get started. If you have any questions, get in touch and we will be happy to help.

Author: Mark Bruce