Sainsbury’s has announced plans to relaunch its own-label cereal range with 85 new or improved products.
Launching this month, the revamped range includes new lines under the By Sainsbury’s, Basics, Taste the Difference and So Organic names.
Sainsbury’s is taking Basics into the growing porridge pots market with a new 55g Instant Oat Pot which joins the By Sainsbury’s Porridge Express Pots range, launching with an rrp of 49p.
The retailer is also expanding its granola offering with two new By Sainsbury’s granola flavours, a So Organic granola and a TtD Weekend Granola.
Six new mueslis will also be on shelf this month, five under By Sainsbury’s, including a 50% Fruit variant, and a TtD Breakfast Muesli.
Two of its children’s cereals – Frosted Flakes and Choco Rice Pops – under the By Sainsbury’s banner are also being re-launched with reduced-sugar recipes.
Most of the new products, which have all been tested and meet the government’s Responsibility Deal salt targets for 2012 and are in 100%-recycled packaging – launch this month, with a second wave in September.