Nestlé Cereals launches new 100% British-grown whole grain oats breakfast cereal

Nestlé Cereals is today launching its new Oat Cheerios range for Brits who want to enjoy the goodness of oats for breakfast but do not like the taste and texture of porridge.

Some 97 per cent of British consumers agree that oats are a healthy option at breakfast, but more than one in five don’t like porridge, according to survey research[1].

The World Health Organization recommends an increase in whole grain consumption along with increases in fruits, vegetables, legumes and nuts[2].

The new Oat Cheerios cereal is made of 100 per cent British-grown whole grain oats, with the same delicious taste and texture of Cheerios that the whole family loves. The formula is further enriched with vitamins and minerals, including calcium and vitamin D, vitamin C and Folic Acid.

Toby Baker, Marketing Director UK & Australia, Nestlé Cereals, said:

“Oats are increasingly becoming a popular addition to Brits’ diets, as we’ve seen with the rise in sales of things like oat milk, but so many consumers we’ve spoken to just don’t like porridge. We’ve made Oat Cheerios to cater to those who want to enjoy the benefits of oats without having to eat porridge. It’s also a perfect breakfast choice in both winter and summer, tasting great with either hot or cold milk.”

New Oat Cheerios are available in selected stores from November and will be hitting the shelves across the country from January. Each pack of Oat Cheerios is 375g and has an RRP of £2.59.

The product launch is being supported by a £1 million spend on media and trade deals to provide consumers with the best offers and create significant product awareness.

[1] Quantitative survey July 2018 – Join the Dots (sample 408 adults, 145 parents)

[2] Diet, nutrition and the prevention of chronic diseases: report of a Joint WHO/FAO Expert Consultation. WHO Technical Report Series, No. 916. Geneva: World Health Organization; 2003.