M&S is to overhaul its breakfast offering, starting with a refreshed cereal range promising “more nutritional benefits from more natural ingredients”.
In the first phase of a two-part transformation, 39 new and improved cereals hit M&S stores this week.
They include 14 new products such as overnight oats in Spiced Mango and Matcha & Raspberry, porridge pots in Mixed Berry & Apple and Café Latte and porridge sachets in Apple & Blueberry and Golden Syrup.
Also joining the retailer’s upmarket Collection range are Macadamia & Sour Cherry Granola and Raspberry & Sliced Fig Muesli.
To redevelop the range, M&S product developers “reviewed each cereal product over nine months, assessing the quality of each ingredient to make sure only the best nutrient-rich nuts, fruits and grains were included”, the retailer said.
In place of flavourings, it has added fruits including apples, sour cherries and figs to deliver natural sweetness across the range.
Its granolas, mueslis, oats and porridge pots now offered “healthier choices for customers, including high-fibre and wholegrain options”. Additives such as tocopherol-rich extract have also been removed.
Based on sales of like-for-like products in the year prior, the overhaul would remove over 40 tonnes of sugar consumption annually, M&S claimed.
“We are always challenging ourselves to bring more quality and innovation to our products, at great value,” said Kathryn Turner, director of product development at M&S Food. “Using the best ingredients and methods we all know and love from scratch cooking, our new and improved granolas, mueslis, and porridge pots are designed with whole, nutritious foods like almonds and brazil nuts, and apples and sour cherries.
“We know that customers are looking for choice in their breakfasts, and so as well as improving existing cereals, we have brought brand new products into the range like the Matcha & Raspberry Overnight Oats and Café Latte porridge pot – made for those on the move.”
It comes after M&S rolled out upgraded yoghurts, fruit and nuts and Italian meal ranges earlier this year.
It also doubled its ‘Only… ingredients’ range, with the launch of 12 new lines including sausages, chipolatas, burgers, meatballs and condiments in January.
M&S is aiming to double the size of its food business by opening more large-format food stores and adding new products to attract more family shoppers.
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