Whole Grain Logo Whole Grain Logo

    Making breakfast better

    Over the past decade, we’ve been on a journey to improve our recipes to make breakfast even better.

    making better breakfast with healthy ingredients


    Since 2003 we have[1]

    • 50% more whole grain
    • 25% less salt
    • 20% less sugar
    • Removed artificial colors and flavors


    Balanced and Nutritious


    Most of our cereals are now more balanced and nutritious, contain more whole grain and fibre, have reduced amounts of salt and sugar, and are free from artificial colours and flavours. All this whilst keeping the same great taste.

    We believe that breakfast is the most important meal of the day. We make over 100 different cereals - giving everyone an option for a delicious, convenient and nutritious start to the day.

    By the end of 2020, all our cereals carrying the Green Banner will be made with least 8 grams of whole grain in each serving, and free from free from artificial colours and flavours.

    Our teams continue to work with scientists and nutritionists to further reduce salt and sugar and increase the amount of whole grain in our cereals, while maintaining great taste.

    mission to improve recipes for whole grain breakfast

    Changing Breakfast for the better!

    healthier breakfast with same great taste


    We are committed to increase whole grain content and fibre levels, while significantly reducing amounts of sugar and salt across our breakfast portfolio.

    ​As of today, all our cereals carrying green banner are made with wholegrain[2], are source of fiber[3] and all our cereals for children and teens have whole grain as #1 ingredient[4]​.

    More than 70% of our cereals have equal to or less than two teaspoons of sugar (7,5g) per 30g serving, and 91% of our cereals have less than 450mg of sodium per 100g.