Marks & Spencer (M&S) has begun an update of its cereal offer in food halls, with new and revised granolas, mueslis and porridge pots arriving in stores this week.
The first stage of the change includes 17 reformulated products alongside 14 new launches with natural ingredients.
Additions to the aisle include Matcha and Raspberry Overnight Oats and Triple Nut Muesli.
The move is part of a wider refresh of everyday cupboard items and established customer lines, as the retailer works towards becoming a fuller “shopping list” destination and pursuing plans to expand its food operation.
The cereal changes follow earlier updates to yoghurt, fruit and nuts, and Italian meal ranges.
M&S said customer priorities when buying for health include product quality and freshness, a wide choice of fruit and vegetables, and clear labelling.
As part of the reformulation, the company said the updated range removes more than 40 tonnes of sugar and uses whole and powdered fruit – including apple, sour cherries and figs – to provide sweetness instead of flavourings.
It also said the granolas, mueslis, oats and porridge pots now include options positioned as higher fibre and wholegrain, and that additives such as tocopherol rich extract have been removed.
M&S said its developers reviewed each cereal product over a nine-month period, examining ingredient quality and selecting what it described as nutrient-rich nuts, fruit and grains.
Packaging has also been revised, with a new design intended to modernise the range and highlight ingredients more clearly through larger windows and a cleaner overall appearance.
M&S director of product development Kathryn Turner said: “We are always challenging ourselves to bring more quality and innovation to our products, at great value. Using the best ingredients and methods we all know and love from scratch cooking, our new and improved granolas, mueslis, and porridge pots are designed with whole, nutritious foods like almonds and Brazil nuts, and apples and sour cherries.
“We know that customers are looking for choice in their breakfasts, and so as well as improving existing cereals, we have brought brand new products into the range like the Matcha and Raspberry Overnight Oats and Café Latte porridge pot – made for those on the move.”
