Kellogg’s to launch new mince pie-flavoured cereal

Kellogg’s is introducing a new limited-edition mince pie-flavoured cereal ahead of Christmas in the UK – Mince Pie Flavoured Wheats.

The cereal, which is high in fibre and low in salt and saturated fat, will be available at selected Sainsbury’s stores from 30 November for an RRP of £1.80.

Kellogg’s food designer, Kirsty Smith, said: “We tried around four different recipes before we found ‘the one’. The filling in the crunchy wheat casing is made up of sultanas, candied orange peel and a spice mix of cinnamon, ginger, allspice and nutmeg – all of which come together perfectly to deliver that favourite mince pie taste.’’

Kellogg’s senior brand manager, Emily Dutton, added: “Mince pies are a Christmas classic and we know just how much people love them, that’s why we wanted to combine that instantly recognisable flavour of spiced, dried fruit with our popular wheats cereal”.

Last month, Kellogg’s expanded its HFSS and high-fibre wheats cereal range with three new flavour variations – apricot, blueberry and plain.