Kellogg’s has unveiled an HFSS-compliant, oat-based crunchy cereal.
Called Oaties (rsp: £3.49/500g), the NPD is made from a blend of oats and cereal flours.
Two variants – Original Crunch and Choco Crunch – will roll into the traditional big four supermarkets in mid-January.
Designed for families, its “crispy, crunchy pillows” are claimed to stay crunchy in milk, thanks to “many months” of development by Kellogg’s R&D team.
The cereal is also high in fibre, with added B vitamins, iron and vitamin D.
It joins Kellogg’s existing portfolio of non-HFSS cereals, which includes Special K, Coco Pops, rice Krispies and Corn Flakes.
“Our world-class R&D team has worked tirelessly to perfect the new Oaties recipe, bringing together delicious flavour, nutrition, and a unique texture that keeps its crunch,” said Kellogg’s R&D cereal technical manager Caroline Deeley.
“It’s been many months in the making, but we’re confident our new Oaties range will be well worth the wait,” Deeley added.
The launch will be backed by a marketing push featuring Kellogg’s mascot Cornelius the cockerel.
Cornelius was recently given a makeover by Framestore (the animation studio behind the Paddington films) as part of a £12m marketing push by Kellogg’s.
The campaign in question, ‘See you in the morning’ – which sees a giant Cornelius strutting confidently through city streets – premiered in December.
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