Kellogg repositions wheat product range

Kellogg’s is boosting its range of healthier cereals with a revamp of its wheat products range later this month.

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Kellogg is boosting its range of healthier cereals with a revamp of its wheat products range later this month.

The cereal giant is launching a new chocolate variant of the bite size cereal and revamping Frosted Wheats and Raisin Wheats.

The aim of the revamp is to improve the flavour of Kellogg’s wheat cereals and the range will be re-positioned as "Tastier Wheats for all of the Family".

Chocolate Wheats, which have already been launched in Europe, contain chocolate chips but are also fortified with six B-vitamins and contain iron and fibre.

The frosted and raisin variants will receive a package overhaul and the full range will be supported by a TV campaign next year.

Kellogg’s UK sales director Kevin Brownsey says: "Consumers see wheat cereals as a healthier option but may have previously rejected them on the grounds of taste."

The company is also extending its Optivita brand, which is positioned as a heart health product, into cereal bars.

Kellogg’s has been increasing its range of healthier products this year with the launch of new oat products including Bliss cereal bars, which contain oats and rice, and new variants such as All-Bran Crunchy Oatbakes (MW June 8).

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