Tasty Fruit and Fibre, which is being rolled into Tesco and Waitrose now, is positioned as an "easy and tasty" way to add fibre and bran flakes to a diet.
Available in pineapple & papaya with toasted coconut; and dates, almonds & jumbo raisins (rsp: £2.49 for a 500g pack), a 40g bowl with semi-skimmed milk would provide an adult with a sixth of the recommended GDA of fibre and contained 187 calories, claimed the company.
The range would appeal to health-conscious consumers looking for a high-fibre cereal with natural ingredients, added senior brand manager Kerry Fuller.
The company is offering a money-back guarantee on the first million packets sold.
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