Kellogg’s has launched Oaties, a new high-fibre breakfast cereal designed to cater to health-conscious consumers and family breakfast occasions. The product will roll out across major UK supermarkets from January 2025.

The range includes Original Crunch and Choco Crunch, both featuring a wholegrain oat base enriched with B vitamins and iron, offering sustained energy for both adults and children. The cereals are non-HFSS, supporting Kellogg’s broader strategy to grow its portfolio of healthier, nutrient-rich breakfast options alongside established brands such as Special K and Corn Flakes.

Developed with a focus on texture and taste, Oaties delivers a multilayered crunch that maintains its integrity in milk. The formulation combines oats and cereal flours to create a distinctive sensory experience, aiming to stand out in the competitive cereal market.

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 launch coincides with Kellogg’s £75 million investment in its Wrexham facility, intended to double production capacity and reinforce the company’s leadership in the UK cereal sector. This marks Kellogg’s largest single investment in British cereal production in over 30 years.

Oaties will be available in 500g packs, retailing at £3.49, through major UK retailers including Asda, Morrisons, Sainsbury’s, and Tesco, offering trade partners a new, health-focused SKU with strong category potential.