Biona launches new range of breakfast cereals
The new range is promoted with a “nothing else” ingredient message that highlights wholegrain spelt as the primary component and excludes added sugars, salts, and artificial additives.
UK – Biona, the leading organic food supplier to major UK retailers and a flagship brand of Windmill Organics, has unveiled a trio of innovative spelt breakfast cereals designed to meet surging consumer demand for clean-label, minimally processed morning options.
The new range, featuring Organic Crispy Spelt Flakes, Organic Spelt Puffs, and Organic Honey Spelt Puffs, launches nationwide from February, tapping into the ancient grain’s resurgence as a nutritious wheat alternative amid shifting breakfast habits.
The Crispy Spelt Flakes headlines the lineup, crafted from 100% whole organic spelt with no added sugar, salt, or additives, delivering a light, toasted crunch naturally high in fibre and wholegrains for health-focused families; it carries a recommended retail price (RRP) of £3.29 (US$4.50).
Complementing this are the Spelt Puffs, made solely from puffed organic spelt, offering HFSS-compliant simplicity, free from ultra-processed ingredients, and are also fibre-rich, priced at £2.69 (US$3.68) RRP.
The Honey Spelt Puffs add gentle sweetness via organic honey, maintaining a no-added-sugar profile while boosting appeal for indulgent yet wholesome starts, at £3.49 (US$4.77) RRP.
This launch aligns with robust market trends: two-thirds of British consumers prioritize healthy breakfasts, up 3.3% year-on-year, while top cereal brands face volume declines as shoppers ditch overly sweet, processed products.
Spelt, with its 7,000-year legacy, stands out for nutty flavour and health perks, including enhanced digestion, heart health, blood sugar stability, plus elevated protein, B vitamins, iron, magnesium, and zinc, positioning it as a lower-gluten, high-fibre choice.
Carmen Ferguson, Brand Manager at Windmill Organics, emphasized the timing: “Consumers are re-evaluating breakfasts, favoring natural, organic, UPF-free alternatives, and we’re thrilled to deliver these spelt cereals for a truly healthy day’s start.”
Biona’s move reinforces its organic leadership, building on spelt successes like piadinas and pizza bases, amid UK retail’s push for sustainable, nutrient-dense innovations.
Retailers stocking these products can capture the growing ancient grains segment, supporting Biona’s mission to pioneer wholesome, trend-aligned foods.
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