James Mills|Daily Mail13 April 2012

It is known by many as a rather bland breakfast cereal favoured by the determinedly healthy eater.

But muesli is fast gaining a reputation for having previously unsuspected powers.

Sales of one high-fibre British brand have risen more than 30 per cent in the Caribbean market following reports that it boosts sexual prowess.

No one is sure where the story started but Dorset Cereals, which export Super High Fibre muesli, are now preparing for a world-wide rise in demand.

The company, based in Prince Charles's model village Poundbury, started making cereal in 1989 and now employs 38 people. Managing Director Terry Crabb said yesterday: 'Super High Fibre Cereal has always sold well on Jamaica, but there was a major surge over a short space of time. We couldn't understand why so we asked our exporters to try to find out - and were a bit surprised at the reasons.

'Apparently many local people, mainly men, said their sexual stamina improved after they ate Super High - which they mix with Guinness.

'Obviously the theory has spread across the island and that prompted the major rise in sales. We have been selling in Jamaica since 1995 but the word got around only quite recently and now it's our largest export market.'

Super High Fibre won a silver medal in last year's Great Taste Awards - the Oscars of the food world. The triumph was put down to the product's healthy fruit and fibre content - 'and its great taste'.

Mr Crabb now suspects it may have had a hidden effect on the judges.

Certainly High Fibre, even without the Guinness, is profoundly healthy.

It is 50 per cent fruit, nuts and seeds, contains toasted and malted wheat flakes, raisins, oat flakes, dates, sunflower seeds, coconut, apricots and roasted hazelnuts.

Research shows that fibre is essential to a good diet and helps reduce the risk of some types of cancer and improve mental health.

Leading nutritionist Jane Clarke said: ' I have never heard of muesli being specifically linked to the libido before. But there are certainly nutritional benefits in there that would do no harm to people's sex lives.

'Zinc deficiency is linked to a low libido and fertility in men, although it would not enhance the sex drive of someone who already has enough zinc.

'Muesli in general is a very good start to the day. Fibre is broken down slowly which helps create a better mood in the morning, boosts concentration levels and keeps energy levels consistent.'

Jamaican Gifford Williams, who runs Dorset Cereals' sales team in the Caribbean, said the rumours about his muesli's hidden qualities had sparked a frenzy.

Last year, £400,000-worth of High Fibre was bought in Jamaica, which has a population of just two million.

Mr Williams 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 they think a high fibre level will boost their sex drive.

'It's quite logical when you think about it.'

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