Chocolate is joining the line-up of Kellogg's high fibre cereal All-Bran Bran Flakes, as the company bids to boost the healthier

sector's taste factor.

According to marketing director Kevin Brennan, taste is the key to encouraging consumers to eat more healthily. "Most people don't have enough fibre in their diet and they know they don't," he said. "So it's a question of finding something tasty in the right format. If it doesn't taste good it won't get bought."

Bran Flakes Chocolate rolls out next month, targeting adults aged over 35. It has the same fibre content as its parent brand but combines the familiar bran flakes with dark chocolate coated ones.

Its arrival follows close on the heels of another extension to the brand, Crunchy Oatbakes cereal bars, backed by TV advertising featuring Star Trek actor William Shatner.

The company also added to its acceptable indulgence portfolio in July, with Special K Bliss containing oat and rice clusters, cranberries and raspberries

Meanwhile, breakfast table rival Nestlé Cereal Partners is adding indulgence to its wholegrain range, in the form of Honey Shreddies and a Honey Nut version of Fitnesse. Product development manager Mark Fanner said Honey Nut Fitnesse was aimed at women aged 25 plus, but Honey Shreddies had a wider target audience: "Honey-flavoured cereals are increasingly in favour with both adult and younger consumers," he added.

Breakfast cereals - particularly sweetened lines - have been criticised by Which? It highlighted the fact that 76% of cereals had high levels of sugar.

However, cereal manufacturers hit back, claiming that breakfast cereals contributed less than 10% to the average person's sugar consumption, while adding substantially to vitamin, iron and fibre intake.

The big breakfast p38

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