Shreddies Max Protein: Cranberry & Oat Granola with Shreddies Pieces

shreddies max oat and cranberry

Who: Nestlé

What: Shreddies Max Protein: Cranberry & Oat Granola with Shreddies Pieces

Where: Muesli & Granola

How much: £2.49/400g

Why: Having launched this adult-orientated product in the summer on the back of a protein NPD boom, Nestlé hopes to compete with rivals Weetabix and Fuel10k. The supplier’s version of a healthier alternative to traditional cereals features 13g of protein per 100g, compared with 10g in original Shreddies. The range also features an Oat Granola variant.

Consumer verdict: The “eye-catching” pack was popular with our consumers, with over half considering buying the product pre-trial despite the premium price. After tasting, some triallists said the cereal was “crunchy” with “lots of cranberries”. However, others claimed the sugar content was too high for a cereal positioned as a healthier alternative. Nevertheless, the product compared well against rival products, with 43% of our shoppers saying they would buy at least monthly.

Pre-trial purchase: 48%

Post-trial purchase: 52%

Better than what’s out there: 45%

New and different: 80%

Overall score: 39/50