Low-carb alternatives are set to enter another new category with the first range of Atkins-friendly breakfast cereals from Carbolite.
Branded Breakfast Clusters, the new low-carb cereal will come in two varieties - Mixed Nut & Seeds and Almond & Strawberry.
They will initially only be available in single-serve 30g sachets (rsp 65p) to ensure portion control and to enable the Clusters to be eaten as a portable snack as well as consumed with milk.
There are no plans to bring out a larger box format.
The launch follows on swiftly from the introduction of the first ready-to-eat ice cream from Edinburgh-based low-carb specialists Go Lower (The
Grocer, October 2, p91).
Both cereals fit within a low-carb lifestyle as the Mixed Nut & Seeds has a net effective carb count (NEC) of 4.7g, while the Almond & Strawberry has an NEC of 3.6g. According to Carbolite, 30g of Kellogg’s Special K contains 22.5g NEC and Kellogg’s Crunchy Nut Clusters 20.4g.
The company said one of the main reasons people stopped following a low-carb lifestyle was the lack of options at breakfast time.
Rob Ellert, managing director of Carbolite Europe, said: “As we’ve watched the low-carb phenomenon take hold in the US, so too have we witnessed the impact that it has had on traditionally high-carb categories.
“There is a shortage of convenient low-carb alternatives in the breakfast category.
“Cereals and toast are a mainstay of the UK diet and, with the new Carbolite cereal range will continue to be, even as part of a low-carb lifestyle.”
Available now, Breakfast Clusters has already won listings in Sainsbury, Morrisons and Asda and will be merchandised within the supermarkets’ slimming fixtures.
Sean McAllister
Branded Breakfast Clusters, the new low-carb cereal will come in two varieties - Mixed Nut & Seeds and Almond & Strawberry.
They will initially only be available in single-serve 30g sachets (rsp 65p) to ensure portion control and to enable the Clusters to be eaten as a portable snack as well as consumed with milk.
There are no plans to bring out a larger box format.
The launch follows on swiftly from the introduction of the first ready-to-eat ice cream from Edinburgh-based low-carb specialists Go Lower (The
Grocer, October 2, p91).
Both cereals fit within a low-carb lifestyle as the Mixed Nut & Seeds has a net effective carb count (NEC) of 4.7g, while the Almond & Strawberry has an NEC of 3.6g. According to Carbolite, 30g of Kellogg’s Special K contains 22.5g NEC and Kellogg’s Crunchy Nut Clusters 20.4g.
The company said one of the main reasons people stopped following a low-carb lifestyle was the lack of options at breakfast time.
Rob Ellert, managing director of Carbolite Europe, said: “As we’ve watched the low-carb phenomenon take hold in the US, so too have we witnessed the impact that it has had on traditionally high-carb categories.
“There is a shortage of convenient low-carb alternatives in the breakfast category.
“Cereals and toast are a mainstay of the UK diet and, with the new Carbolite cereal range will continue to be, even as part of a low-carb lifestyle.”
Available now, Breakfast Clusters has already won listings in Sainsbury, Morrisons and Asda and will be merchandised within the supermarkets’ slimming fixtures.
Sean McAllister
No comments yet