As health continues to be high on the agenda for 2019, suppliers including Weetabix and Kellogg’s have taken measures to innovate within the cereal category with reduced sugar and protein varieties.

Weetabix last week announced the reduction in the amount of sugar in its Crispy Minis range by up to 4g, with the new recipe including vitamin D2.

With sales up in value by 12% and sales volume increasing by 10% year on year, the reformation aims to help retailers increase sales by tapping into the trend for healthier cereals.

The Crispy Minis brand will also be backed by £10m media investment, with new Crispy Minis Choc Chip tags featuring at the end of its ‘Jack and the Beanstalk’ TV advert.

Kellogg’s is also innovating within the healthier cereals category with new Special K Protein Berries and Special K Protein Nuts.

Susann Heinz, brand manager for Special K and W.K. Kellogg, said: “The Special K Protein range will join the brand’s bestsellers, Special K Original and Red Berries, at an RRP of £1.79 for a pack of four mini Special K cereals.