Company: Kellogg’s
Rsp: £2.49 for a 375g pack
Competition: Cheerios, Sugar Puffs

The consumer
This cereal is interesting and it takes a few mouthfuls to get used to it. The chocolate and hazelnut centre is very tasty, although perhaps lacking in quantity. The cereal coating is nice and crunchy initially although it goes a bit slimy when you add milk. On the whole it's a good breakfast cereal but it is worth noting its high sugar and fat content. It may also be a little sweet for some people. Three stars (out of five)
Roberta Sharp, student, Birmingham

The retailer
This is not a breakfast cereal - it should be sugar-coated, put in a bag and sold on the confectionery fixture. Having asked my 18-year-old son to give the product a try, he does not believe that the average 16 to 25-year-old will look forward to eating this sickly product either in the morning or the evening. The multiples have introduced this to their range on a £1 deal; this is where Krave will have to be traded to achieve the sales predicted in the UK. I give this product two stars and 18 months' life. Two stars
Cliff Frazher, category controller, Nisa-Today's

The Grocer
Hats off to Kellogg's in these health-obsessed times for conjuring up a chocolate cereal that is unashamedly indulgent there is definitely a market of 16 to 25-year-olds out there who don't want to be told what to have for breakfast. The packaging lacks standout but the cereal delivers, with a strong nutty flavour and plenty of chocolate, although it went soft a bit quickly with milk. It may be too sweet for some but will be right on the sweet spot for others. At just 11p more per box than Coco Pops, this indulgence won't break the bank either. Four stars
Charlie Wright, web editor