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Brits Are Moving To Healthier Cereal Choices, Away From Products High In Sugar

January 22, 2022: 12:00 AM EST
A lockdown boom for cereal sales during the pandemic has come to an end, according to Kantar data, but a possibly more serious and enduring challenge is looming for sugary cereals – restrictions on the promotion of HFSS products. Kellogg’s has revamped it Oatibix range to highlight its nutritional benefits. For non-HFSS Weetabix, nothing is changing but it is reformulating its kids' cereal portfolio with all but one of the five bestsellers becoming non-HFSS this year. BY the end of 2022, some Nestlé cereals will contain as much as 16% less sugar and half the salt. Eat Natural is using ingredients like dried fruit and honey to provide much of the sweetness, but some sugar is retained. HFSS is not the only health focus for shoppers in the U.K. ‘Natural and wholesome’ was the only cereal segment to see growth in the past year, benefiting brands like Naturya, which last month added products to its functional breakfast range in December. Alpen launched high-fiber Oat Blend bars last fall and Kellogg's added three high-fiber non-HFSS products to the Wheats line. Another segment that did well out of the pandemic was 'quick eats' but has seen sales plunge. 
Megan Tatum, "A spoon less of sugar: cereals including on the go category report 2022", The Grocer, January 22, 2022, © William Reed Business Media Ltd
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