Sales of natural and wholesome cereal and on-the-go cereal products climbed £2.3m last year as they bucked a wider decline in the category (Kantar: 52 w/e 31 October 2021). Here’s our pick of some of the best innovation to hit shelves in recent months

Bio&Me New Gluten Free FODMAP Friendly Granola

Bio&Me FODMAP-Friendly Granola

Launch date:  February 2022    Manufacturer:  Bio&Me

Gut health breakfast brand Bio&Me has been busy expanding its offering with a range of porridges and mueslis, launched in December. Joining the pack in February is this gluten-free, FODMAP-friendly granola tailored to those “with more sensitive tummies” (rsp: £3.99/350g). Available in Ocado, it contains “diverse plant goodness” and importantly contains fewer of the short-chain carbohydrates that can irritate people’s insides.

OBX nutty crunch flake

Oatibix Nutty Crunch

Launch date:  February 2022  Manufacturer:  Weetabix

This Oatibix Nutty Crunch cereal is the latest non-HFSS addition to the Weetabix range (rsp: £3.29/450g), now said to be entirely HFSS compliant. Comprising honeycomb pieces, honey-coated cornflakes and caramelised nuts, the cereal is high fibre and made from 100% wholegrain flakes. It will be backed by a spring marketing campaign.


Source: RollaGranola

Rollagranola Granolas

Launch date: February 2022    Manufacturer: Rollagranola

Rollagranola has added two new granolas to its specialist range, one targeting the keto market and another touted as its lowest sugar granola. Keto Warrior contains real blackcurrants with blended nuts, while Almond & Pecan is gluten-free and consists of more than 21% nuts. Both are available on the brand’s website (rsp: £4.99/300g-400g)

Mindful Chef Breakfast_PecanCoconutChiaGranola - Side On

Pecan, Coconut and Chia Granola

Launch date:  October 2021    Manufacturer:  Mindful Chef

Mindful Chef is getting in on the gut health trend with three breakfast products, sold directly from its website. Each one is high in fibre and made with 100% natural ingredients to be kind to insides, with the range including Pecan, Coconut and Chia Granola (rsp: £4.30/375g) as well as Date & Goji and Bircher Muesli (rsp: £4/500g). 

RTE Ambrosia Porridge Range

Ambrosia Ready-to-Eat Porridge Pots

Launch date: January 2022 Manufacturer: Premier Foods

Ambrosia has expanded into on-the-go breakfasts with these ready-to-eat porridge pots. Available in Original, Raspberry and Golden Syrup (rsp: £1/210g), they’re edible hot or cold, with no need to add water. The pots “will give consumers the true convenience that the category is missing today” says Ambrosia brand director Daniel Jalalpour. “Each pot also contains less than 3% fat and is HFSS-compliant.” The launch is being supported by in-store and online campaign ‘Wake up to breakfast’.

Alpen Oat Blends Cocoa and Peanut 2D_AngledView

Alpen Oat Blends

Launch date: October 2021    Manufacturer: Weetabix

Alpen has expanded its cereal bar range with this oat-based trio, combining oats with nuts, fruits, a caramel centre, and a topping of either (more) nuts or cacao nibs (rsp: £2.99/4x32g). The three flavours – Salted Caramel, Dark Chocolate Orange and Cocoa & Peanut – are all high in fibre with no nutritional red lights.


Plain Wheats

Kellogg’s Non-HFSS Wheats

Launch date: October 2021    Manufacturer: Kellogg’s

Kellogg’s launched three non-HFSS, high-fibre cereals last autumn under its Wheats brand. Available in Apricot, Blueberry and Plain, the trio is high in fibre, contains 74% or more wholewheat, and is low in fat and salt. Part of the wider health drive at Kellogg’s, the cereals rolled into Tesco and Morrisons in October (rsp: £1.90/500g).