Cereals are getting smashed to pieces in the supermarket price war. Ready-to-eat brands have been the biggest losers of the past year, haemorrhaging an eyewatering £52.6m combined [IRI 52 w/e 5 December 2015].
The overall market is down 2.4%, although volumes are up by the same measure, chiefly due to swingeing price cuts and the resilience of hot cereals [Kantar Worldpanel 52 w/e 8 November 2015], the scene of many launches by RTE brands such as Alpen, Coco Pops and Crunchy Nut in recent years.
With hot cereals an increasingly crowded sector and the overall category suffering from factors such as the breakfast on the go trend and growing concerns about sugar content, if the market ever needed a hero, it does now. So where can one be found?
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