Gogo Roos

Source: Gogo Roos

The NPD was based on the insight that ‘most people prefer to customise their bowl of cereal’, said Gogo Roos

Children’s healthier breakfast startup Gogo Roos is relaunching as a high-protein cereal for adults.

The brand’s founder Michéal Mac Curtain said the original cocoa cereal it launched in 2019, which was made with crispy rice, chickpea, sweet potato and chicory root, had not appealed to young children who had “gotten used to sugary cereal”.

After sampling the product with over 10,000 shoppers, however, Mac Curtain said he identified a gap in the market for “high-protein, low sugar, no added carb” cereals for adults.

As a result, the product had been “entirely reformulated” and repositioned. The no-added-sugar cereal now contains a blend of premium whey and rice protein with “a small amount of cocoa” and stevia extract for sweetness.

It will be available to buy online from the brand’s website from 18 November (rsp: £5/3x40g).

Each ‘launch pack’ will come with a 10g cereal seasoning sachet – an innovation Mac Curtain called a “first” for the category. 

Comprising cocoa, inulin and a “unique blend of natural flavours”, along with stevia extract for sweetness, it would allow consumers “to adjust the flavour and sweetness of their cereal by adding as much of the seasoning as they like” without the need to add sugar, said the brand.

“Most people prefer to customise their bowl of cereal – either by mixing in another cereal or adding more sweeteners or toppings,” said Mac Curtain.

It proved difficult to please everyone with one cereal as “everyone has an inner Goldilocks and wants it just right for themselves”, he added. 

It’s the latest in a series of high-protein and keto-friendly breakfast products to hit the market over recent months.

Fuel10k, for instance, added a duo of ‘protein-boosted’ granola products to its lineup in May.

In January, Whole Foods Market listed a duo of Raw Gorilla Keto granola products to tap the demand for low-carb cereals.