Kellogg's declining Optivita brand loses raisins as part of overhaul

Kellogg’s is revamping its Optivita range in a bid to reverse falling sales.

It has dropped the Raisin Oat Crisp variant and replaced it with a plainer Oat Crisp. “Shoppers told us they preferred a plainer base cereal so they could add their own fruit toppings,” said a spokesman. The new SKU has launched into Tesco and will soon be rolling out to Asda and Sainsbury’s.

Optivita sales have fallen 32.9% year on year to £2.5m [Nielsen 52 w/e 18 October 2013].