- Jan 13, 2025
- 2 min read
Kellogg’s has unveiled its latest cereal offering, Oaties, aimed at meeting the evolving demands of health-conscious consumers.
Set to roll out in major supermarkets starting January 2025, Oaties is designed to provide a nutritious breakfast option that aligns with contemporary family lifestyles.
The new cereal is available in two flavours: Original Crunch and Choco Crunch. Each variety features a base of wholegrain oats, enriched with added B vitamins and iron, contributing to a high-fibre profile. The formulation aims to deliver sustained energy for both adults and children during breakfast.
Kellogg’s development team invested significant time in perfecting the Oaties recipe, focusing on achieving a unique, multilayered texture that maintains its crunch even when immersed in milk.
The production process involves a careful blend of oats and cereal flours, crafted to create a product that stands out in the competitive breakfast market.
Both Oaties flavours are classified as non-HFSS (high in fat, sugar and salt). This launch comes on the heels of Kellogg's broader strategy to enhance its portfolio of non-HFSS cereals, which includes popular brands like Special K and Corn Flakes.
Caroline Deeley, R&D cereal technical manager at Kellogg’s, said: “Our R&D team has worked tirelessly to perfect the new Oaties recipe, bringing together delicious flavour, nutrition and a unique texture that keeps its crunch”.
The introduction of Oaties also coincides with Kellogg's recent £75 million investment in its Wrexham cereal factory, aimed at doubling production capacity and reinforcing its position in the British cereal market. This investment marks Kellogg's largest single commitment to British cereal production in over three decades.
Retailing at £3.49 for a 500g pack, Oaties will be available at major retailers including Asda, Morrisons, Sainsbury’s and Tesco.
