Kellogg’s expands non-HFSS cereal range with three new flavours

Kellogg’s is expanding its HFSS and high-fibre wheats cereal range with three new flavour variations to add to the existing portfolio.

The three new variations, including apricot, blueberry and plain, will join frosted, choco and raisin.

The trio of cereals are non-HFSS certified, high in fibre, contain 74% or more wholewheat and are low in fat and salt.

HFSS foods are defined as products that are high in (saturated) fat, salt or sugar. Foods that score “four points or higher or beverages scoring one or higher in the UK’s 2004-2005 Nutrient Profiling Model” are classed as HFSS.

Emily Dutton, senior brand manager at Kellogg’s, said: ‘‘We know people look to companies like Kellogg’s to help them make healthier choices in the morning which is why it is great to be growing our high fibre wheats cereal range, with the introduction of three new non-HFSS options joining our existing range.’’

The new range is available in Tesco and Morrisons stores nationwide with an RRP of £1.90.

Kellogg’s ten-year pledge, announced in May 2021, plans to make its cereals healthier by removing 10% sugar and 20% salt from its kids cereal range by the end of 2022.