up&go redesigned range

Up&Go sponsors Great Run and Great Swim events

09 Jan 2017 | By Daniel Selwood

Agreement will see the brand as official breakfast drink partner for 21 events through the year

Quaker Buzz Aldrin on-pack promotion

Quaker Oats to offer space prizes as tie-in with Aldrin ad

09 Jan 2017 | By Daniel Selwood

Top prize is an eight-day holiday in Orlando for four

Berry Granola

Free-from brand Delicious Alchemy boosts cereal offer Subscription

22 Dec 2016 | By Carina Perkins

Wonderfully Berry Granola follows the launch of Wonderfully Nutty Granola earlier this year


City snapshot: Bright Food reported to be readying Weetabix exit Subscription

21 Dec 2016 | By Alec Mattinson

China’s Bright Food has reportedly hired investment bank Goldman Sachs to sell UK-based breakfast cereal firm Weetabix. Plus, all the rest of today’s news from the City


Weetabix to continue talks over new year strike threat Subscription

20 Dec 2016 | By Daniel Selwood

The proposed action over shift changes would affect sites in Corby and Kettering

kellogg's marketing campaign

Corn Flakes to return to TV as Kellogg's plans marketing push Subscription

15 Dec 2016 | By Daniel Selwood

The 12-month Corn Flakes push will kick off in the new year

New UK look for Up&Go breakfast drink range

Up&Go Aussie breakfast drink given major UK overhaul

07 Dec 2016 | By Daniel Selwood

Carton size has increased as the brand attempts to tap more meal occasions


Kellogg's and Nestlé under fire for sugar variations globally Subscription

29 Nov 2016 | By Beth Gault

A World Action on Salt & Health survey looked at 19 Nestlé and Kellogg’s products from 29 countries

Weetabix East Africa

Weetabix acquires majority stake in Weetabix East Africa in search of growth Subscription

18 Nov 2016 | By Edward Devlin

Weetabix has taken a big bite out of its East African partner in a bid to bolster its international growth strategy and boost flagging sales.

kellogg's kids breakfast nutrition

ASA labelled 'toothless' after dropping Kellogg's ad probe Subscription

04 Nov 2016 | By Ian Quinn

The Kellogg’s Great Starts Olympic ad attracted a complaint to the ASA last month

USA: Pecan Breakfast Mix

Kellogg sales fall as challenging UK market bites Subscription

01 Nov 2016 | By Edward Devlin

US food giant Kellogg has blamed tough conditions in UK supermarkets for its seventh successive decline in quarterly sales.

Buzz Aldrin in Quaker Oats TV ad 2016

Buzz Aldrin lands for latest Quaker Oats campaign

26 Oct 2016 | By Daniel Selwood

The second man on the moon is the star of the push for the PepsiCo brand

Riso Gallo wholemeal rice pasta

Riso Gallo adds wholemeal rice pasta to premium line-up Subscription

21 Oct 2016 | By Daniel Selwood

The NPD follows the launch of the brand’s latest Guida Gallo

Kellogg's Special K

Kellogg's pledges breakfasts for 100,000 British children

14 Oct 2016 | By Daniel Selwood

The cereal giant is also encouraging its staff to volunteer with FareShare

kellogg's ancient legends

Kellogg's cereal sales flag as consumers seek alternatives Subscription

14 Oct 2016 | By Edward Devlin

Turnover at the sales and marketing arm of Kellogg’s fell almost £10m to £795.2m in the year to 2 January 2016


Weetabix faces tough trading as private label sales plummet Subscription

14 Oct 2016 | By Alec Mattinson

Globally, Weetabix’s sales slipped 1.3% to £432.8m in the year to 2 January 2016

weetabix harvest

Weetabix marks 2016 wheat harvest with limited-edition packs Subscription

04 Oct 2016 | By Daniel Selwood

The boxes contain wheat sourced from within 50 miles of the brand’s factory

Dave Lawlor, Kellogg's

David Lawlor takes over as Kellogg's UK & Ireland MD Subscription

28 Sep 2016 | By Daniel Selwood

He comes from the company’s Russia operation to replace Jonathan Myers

Quaker gluten-free

Quaker adds gluten-free Oat So Simple & rolled oats lines

23 Sep 2016 | By Daniel Selwood

The NPD follows the launch of the brand’s breakfast pouch range

Emmi Porridge

Onken makes play for breakfast on the go with porridge Subscription

23 Aug 2016 | By Julia Glotz

Ready-to-eat Onken Porridge will launch in the UK this autumn

Rude Health

Rude Health adds snacks, cereal and drink to healthier range Subscription

22 Aug 2016 | By Beth Gault

The launches follow the brand’s move into children’s cereals in March

Low-sugar Cheerios

Cereal Partners launches healthier breakfasts campaign Subscription

16 Aug 2016 | By Daniel Selwood

On-pack flashes and shelf barkers will appear for 12 products in the Shreddies and Cheerios ranges


Fuel10K adds ‘yoghurt style’ Quark With Fruit breakfast line

10 Aug 2016 | By Daniel Selwood

The ambient products contain about 10g of protein per 150g pouch

cereal breakfast

Kellogg’s cereal hub snapped up for £23.5m Subscription

09 Aug 2016 | By Edward Devlin

Real estate investment trust Tritax Big Box has purchased a huge Kellogg’s distribution hub in Manchester for £23.5m

mornflake go protein porridge chocolate

Mornflake Go! High Protein Porridge - Chocolate: acid test Subscription

06 Jan 2017 | By Daniel Selwood

Breakfast is once again appealing to Brits, but the cereal category is missing out

shreddies max oat and cranberry

Shreddies Max Protein: Cranberry & Oat Granola: acid test Subscription

08 Dec 2016 | By Beth Gault

Nestlé is hoping to compete with rivals Weetabix and Fuel10k

Kellogg's Special K

Kellogg’s, Breitbart and the pitfalls of programmatic ads Subscription

01 Dec 2016 | By Daniel Selwood

The cereal maker is facing a boycott after pulling its advertising from the US site

egg one use

Along for the ride: Breakfast Category Report 2016 Subscription

04 Aug 2016 | By Amy North

Time-poor Brits are getting back into the breakfast habit as suppliers drive NPD to fill the on-the-go gap in the market

waitrose seriously nutty popcorn muesli

Seriously Nutty Maple, Pecan & Popcorn Muesli: acid test Subscription

14 Jul 2016 | By Beth Gault

This Waitrose cereal hopes to tap shoppers’ taste for all things popcorn

kelloggs special k protein

Kellogg's Special K - Protein Crunch: acid test Subscription

12 Feb 2016

Cereal brands are going big on protein NPD and reformulation, fighting to win the hearts and wallets of consumers

hulk cereal one use

Cereals Category Report 2016 Subscription

22 Jan 2016 | By Emma Sturgess

Shattered by the price war, cereal brands are muscling up with protein, porridge and granola

Focus On Frosties

Kellogg's is right to reformulate Frosties and Coco Pops

22 Jan 2016 | By Rob Brown

Tony the Tiger and his pal Coco the Monkey aren’t looking so grrrr-eat right now

weetabix protein crunch

Weetabix Protein Crunch: acid test Subscription

14 Jan 2016 | By Simon Gwynn

Protein is the word on everyone’s lips, and cereals is one of the categories most affected by demand

coco pops porridge

Breakfast skippers cost cereals £70m Subscription

18 Dec 2015 | By Amy North

Cereals, like corn flakes left to soak for too long, have gone soggy

shredded wheat cherry bakewell

Nestlé Shredded Wheat Cherry Bakewell: acid test Subscription

10 Dec 2015 | By Simon Gwynn

Cereal isn’t in a happy place – with consumers struggling to find the time to eat breakfast

beloved date muesli

Beloved Apple, Almond & Sultana Date Muesli: Acid Test Subscription

20 Nov 2015 | By Simon Gwynn

For a long time, UK consumers could hardly get a date if they tried, but the fruit is appearing in an increasing number

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