Sainsbury’s is relaunching its own-label cereal range with 85 new or improved products.

Rolling out from this week, the range includes new lines under the By Sainsbury’s, Basics, Taste the Difference and So Organic banners.

The retailer is taking Basics into the burgeoning porridge pots market with a 55g Instant Oat Pot (rsp: 49p), which joins the By Sainsbury’s Porridge Express Pots range (rsp: 60p).

It is also expanding its granola line-up with two new By Sainsbury’s granola flavours, a So Organic granola and a TtD Weekend Granola. And it is introducing six new mueslis - five under By Sainsbury’s, including a 50% Fruit variant, and a TtD Breakfast Muesli.

Another move has been to relaunch two of its most popular children’s cereals - Frosted Flakes and Choco Rice Pops - under the By Sainsbury’s banner with reduced-sugar recipes.

Most of the products - which all meet the government’s Responsibility Deal salt targets for 2012 and are in 100%-recycled packaging - launch this month, with a second wave in September.

Own-label products grew their share of the £1.4bn overall cereals category by one percentage point to 20.5% last year [SymphonyIRI 52w/e May 2012].

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