Sales of natural and wholesome cereal and on-the-go cereal products climbed £2.3m last year as they bucked a wider decline in the category (Kantar: 52 w/e 31 October 2021). Here’s our pick of some of the best innovation to hit shelves in recent months
Bio&Me FODMAP-Friendly Granola
Launch date: February 2022 Manufacturer: Bio&Me
Gut health breakfast brand Bio&Me has been busy expanding its offering with a range of porridges and mueslis, launched in December. Joining the pack in February is this gluten-free, FODMAP-friendly granola tailored to those “with more sensitive tummies” (rsp: £3.99/350g). Available in Ocado, it contains “diverse plant goodness” and importantly contains fewer of the short-chain carbohydrates that can irritate people’s insides.
Oatibix Nutty Crunch
Launch date: February 2022 Manufacturer: Weetabix
This Oatibix Nutty Crunch cereal is the latest non-HFSS addition to the Weetabix range (rsp: £3.29/450g), now said to be entirely HFSS compliant. Comprising honeycomb pieces, honey-coated cornflakes and caramelised nuts, the cereal is high fibre and made from 100% wholegrain flakes. It will be backed by a spring marketing campaign.
Rollagranola Granolas
Launch date: February 2022 Manufacturer: Rollagranola
Rollagranola has added two new granolas to its specialist range, one targeting the keto market and another touted as its lowest sugar granola. Keto Warrior contains real blackcurrants with blended nuts, while Almond & Pecan is gluten-free and consists of more than 21% nuts. Both are available on the brand’s website (rsp: £4.99/300g-400g)
Pecan, Coconut and Chia Granola
Launch date: October 2021 Manufacturer: Mindful Chef
Mindful Chef is getting in on the gut health trend with three breakfast products, sold directly from its website. Each one is high in fibre and made with 100% natural ingredients to be kind to insides, with the range including Pecan, Coconut and Chia Granola (rsp: £4.30/375g) as well as Date & Goji and Bircher Muesli (rsp: £4/500g).
Ambrosia Ready-to-Eat Porridge Pots
Launch date: January 2022 Manufacturer: Premier Foods
Ambrosia has expanded into on-the-go breakfasts with these ready-to-eat porridge pots. Available in Original, Raspberry and Golden Syrup (rsp: £1/210g), they’re edible hot or cold, with no need to add water. The pots “will give consumers the true convenience that the category is missing today” says Ambrosia brand director Daniel Jalalpour. “Each pot also contains less than 3% fat and is HFSS-compliant.” The launch is being supported by in-store and online campaign ‘Wake up to breakfast’.
Alpen Oat Blends
Launch date: October 2021 Manufacturer: Weetabix
Alpen has expanded its cereal bar range with this oat-based trio, combining oats with nuts, fruits, a caramel centre, and a topping of either (more) nuts or cacao nibs (rsp: £2.99/4x32g). The three flavours – Salted Caramel, Dark Chocolate Orange and Cocoa & Peanut – are all high in fibre with no nutritional red lights.
Kellogg’s Non-HFSS Wheats
Launch date: October 2021 Manufacturer: Kellogg’s
Kellogg’s launched three non-HFSS, high-fibre cereals last autumn under its Wheats brand. Available in Apricot, Blueberry and Plain, the trio is high in fibre, contains 74% or more wholewheat, and is low in fat and salt. Part of the wider health drive at Kellogg’s, the cereals rolled into Tesco and Morrisons in October (rsp: £1.90/500g).
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