BOSSES at a small Dorset cereal company were puzzled by a sudden surge in sales in Jamaica of their Super High Fibre Cereal.

In less than a year Jamaicans ate £400,000 worth of the breakfast muesli.

Now research has revealed that sales took off after a rumour began to spread that the product increases sexual stamina.

Dorset Cereals, based in the Prince of Wales’s village of Poundbury, near Dorchester, found that Jamaican men have been eating it with Guinness and milk to boost their sex drive.

The company’s managing director, Terry Crabb, who has run the firm since 1989, said: “Super High Fibre Cereal has always sold well in Jamaica, but there was a major surge over a short space of time. We couldn’t really understand why so we asked our exporters to try to find out.

“Many local people, mainly men, said they had improved sexual stamina after eating the cereal. The theory has spread across the island and that prompted the major rise in sales.

“It is quite amazing that Jamaica, with a population of about 2 million, is our largest worldwide export country out of 50 and Super High Fibre is the bestselling there.”

Gifford Williams, the company’s sales director in Jamaica, said: “People out here are aware that fibre boosts your mental stamina and a lot of men in Jamaica have sex on the brain, so people think a high fibre level will boost their sex drive.

“It is quite logical when you think about it. They seem to go for this particular brand of cereal because it is called Super High Fibre.”

Dorset Cereals was set up in 1989 and started exporting to the Caribbean in its first couple of years. Sales of Super High Fibre Cereal have increased by 30 per cent in two years.

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