Breakfast

Trends & Market needs

Vegan claims in breakfast cereals are becoming increasingly embedded in a wider clean label positioning, featuring alongside other health and ethical claims. Popular claims currently used together with vegan references include 'organic', 'low/no/reduced allergen', 'high/added fibre' as well as 'wholegrain' and 'gluten free'.

Germany: breakfast cereals with vegan claims, by top 10 claims 2018 

Organic
85%
Low/ No/ Reduced Allergen
41%
HIGH/ ADDED Fiber
38%
Wholegrain
24%

Our best answer

The simplicity is the key. We have natural ingredients and clean composition, as well as claims in line with trends and the functional role of food for each of us. The foundation is the taste that gives pleasure to every palate!
  • Suitable for Vegan / Vegetarian
  • High in fibre / protein
  • With Superfoods
  • Gluten free
  • Easy & convenient to prepare
  • Dairy free
  • Lactose free
  • Organic / BIO
  • No added sugars

Which will win? Sweet or healthy, or both?

Is cereal too sweet or not sweet enough? Cereal eaters send mixed messages: they look for low/no sugar cereals but they add sweeteners such as honey or fruit to cereal.

Given the wide range of behaviors around cereal consumption, there will continue to be room for both sweet and healthy cereals going forward, which that provide sweetness from ingredients other than sugar will do extremely well.

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Ingredients proposal

Oatmeals
Breakfast cereals
muesli
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Ingredients

Strawberry (dried fruit)
Cherry (dried fruit powders)
Blueberry (dried fruit / superfoods)

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Ingredients

Apple (dried fruit with infusion)
Bilberry (dried fruit powders)
Strawberry (dried fruit powders)

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Ingredients

Cranberry (dried fruit with infusion)
Pineapple (dried fruit)
Chokeberry (dried fruit)

Condensed inspiration in one file - always at hand

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