Cheerios has unveiled a berry-flavoured cereal – its first innovation since 2021.
Very Berry is made from a combination of oats, wheat and barley, blended with berry purée.
The NPD (rsp: £3.50/435g) is high in fibre, a source of seven vitamins – including vitamins B6 and B9, to support energy release – and contains no artificial colours or flavours.
It has rolled into Tesco, Sainsbury’s, Waitrose and Ocado.
This is Cheerios’ first innovation since it launched Vanilla in 2021.
“We wanted to bring something fresh and fun to breakfast – something that creates a cheerful start to the day with a taste the whole family loves and nutrition parents feel good about,” said Sarah Fordy, Nestlé Cereals head of marketing.
Very Berry brought “the taste of berries to the breakfast table, while still delivering the high fibre from whole grains that Cheerios is known for”, Fordy added.
Value sales of Cheerios slumped by 3.2% to £45.1m on volumes down 4.1% in the year to 7 September 2024 [NIQ].
In March, Cereal Partners UK&I, the manufacturer of Nestlé Cereals, announced plans to close its factory in Bromborough, Merseyside, following a “significant decline” in breakfast cereal sales.
At the time, CP UK&I said the move would see it shift production of Cheerios to Staverton in Wiltshire.
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