New brand ELEAT launches an insanely healthy cereal: high protein, high fibre, low sugar, gluten-free, vegan, prebiotic, sweet and crunchy, in recyclable packaging and HFSS compliant. Cereal reinvented.

Made with a unique plant-based protein blend of sunflower and soy protein, together with rice and chickpea flour, ELEAT launches with four flavours – Chocolate Triumph, Cinnamon Sensation, Vanilla Thriller and Strawberry Blitz. with each bowl (50g) containing more than 12.5g protein, 10g of fibre and less than 1.5g of sugar. No other breakfast cereal has this level of nutrition with such low sugar.

Co-founders Hugh Hamilton-Green and Hywel Rose spent over 12 months developing ELEAT’s recipes: “we set out to create a great tasting cereal that wasn’t packed full of sugar, but instead crammed with protein, fibre, prebiotics and other nutrients in balanced ratios that are best for health and wellbeing”.

As the number of health-conscious consumers grows, there is an increasing understanding of the importance of good nutrition. The co-founders added: “We founded ELEAT so that people can enjoy being healthy, not just in the end result, but also in the joy of eating genuinely tasty, high nutrition food. We have created ELEAT to be the perfect way to fuel throughout your day.”

The brand will launch in August, having received over 1,000 registrations for early access to their direct to consumer launch. There has been much interest in their ‘Build a Bundle’ option, allowing consumers to mix and match their favourite flavours.

ELEAT comes in two recyclable packaging formats: 250g multi-serve resealable pouch (rsp £7/250g) and 50g single-serve pack (rsp £2.20/50g) to cover both home consumption and on-the-go.

ELEAT Health Benefits (per 50g bowl – chocolate flavour):

  • High protein (13.1g)
  • High Fibre (10.4g)
  • Low Sugar (1.2g)
  • High in prebiotics (7.5g)
  • Gluten free
  • Vegan friendly
  • No artificial sweeteners – naturally sweetened with stevia

ELEAT has already signed up high profile nutritionist, Ed Tooley, Performance Nutritionist at England Rugby League, who says, “ELEAT has hit the market with a brilliant product. It’s not only athletes that are now becoming aware of the importance of protein and this has created a gap in the market for cereal lovers wanting to increase their protein intake.”

ELEAT will be carrying out extensive sampling campaigns online and across the country.

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