Kellogg’s introduces two new cereals at major UK supermarkets

UK – Kellogg’s has introduced Kellogg’s Oaties, a new cereal brand aimed at meeting the evolving demands of health-conscious consumers. 

Available in two flavours, Original Crunch and Choco Crunch, the new offering is designed to provide a nutritious breakfast option that aligns with contemporary family lifestyles, and is currently available at four major UK supermarkets at an affordable price. 

The 500g packs of new cereal, designed for families, are priced at £3.49 (US$4.39) and have been rolled out to Tesco, Asda, Morrisons, and Sainsbury’s stores since mid-January.

According to Kellogg’s, each variety features a base of wholegrain oats, enriched with added B vitamins and iron, contributing to a high-fibre profile. The formulation aims to deliver sustained energy for both adults and children during breakfast.

Kellogg’s said food developers worked for months to perfect the unique, multi-layered texture to ensure the crunchiness of each bite.

Oats and cereal flours were carefully blended with quality ingredients to make the dough which was gently cooked and shaped into the pillow-like bites, the cereal giant added.

Both of these new flavours are non-HFSS (high in fat, salt, and sugar) and have up to 8.9g of fibre per every 100g of cereal. The recommended daily intake of fibre is 30g, according to government guidelines. The cereal also has added vitamins B1, B2, B3, B6, B12, and iron to help your metabolism.

This now also means that four of the five best selling cereals from Kellogg’s are non-HFSS: Special K, Coco Pops, Rice Krispies, and Corn Flakes.

Caroline Deeley, R&D Cereal Technical Manager, Kellogg’s, said: “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 – something we know cereal fans up and down the country will appreciate.”

Deeley added that the cereals are packed with wholegrains from oats, providing morning energy for families to kick start the day, whatever their morning routine looks like. She also was confident that even though it took a long time to develop, the new brand will be worth the wait.

The offering comes just months after Kellogg’s popular All Bran Golden Crunch breakfast staple was axed.

The cereal maker’s All Bran Golden Crunch vanished from supermarket aisles last summer. The popular breakfast item consisted of crunchy wheat bran and mixed cereal pieces with a caramel flavour. It was offered as a sweeter alternative to its Original All Bran, which still remains in stock.

One shopper noticed the products’ disappearance at a number of their local stores and raised the issue with the company on X, formerly known as Twitter. Kellogg’s responded confirming the item was no more.

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