Kellanova: Kellogg’s Oaties

Launch of Kellogg’s Oaties – a high fibre family breakfast range 

In January 2025, Kellanova launched Kellogg’s Oaties in the UK, a new family‑focused breakfast brand designed to deliver a nutritious, great-tasting start to the morning. The range includes two cereals, Original and Chocolate, and two on‑the‑go bars, Honey & Oat and Chocolate & Oat.  

Aligned with our Wellbeing Strategy, we developed recipes with an emphasis on wholegrain: incorporating 55–59% wholegrain oats in the cereals to deliver high fibre, and with 55–61% wholegrain oats in the bars delivering source of fibre, and without compromising on taste. Our newest family cereals add to our line of non-HFSS cereals, providing a nutrient dense option, with added B vitamins and iron, supporting morning energy needs and meeting consumer expectations for functional family breakfast foods, see table 1. 

Table 1: Vitamin profile of Oaties cereal 

For the Oaties cereal, we leveraged an innovative technology that enables each bite to be multilayered, creating a unique appearance and texture, and a light coating is used, which seeps between the strands to help maintain a satisfying crunch, even in milk. “It’s Crunch Time” served as our core launch message, reinforcing the key point of difference that sets Oaties apart from competitors. Our priority message, “Wholegrain oats for the whole family,” was consistently delivered across major touchpoints to remind consumers of the nutritional value Oaties brings to the breakfast occasion.  

Since launch, Oaties has delivered the equivalent of 20.6 million servings of fibre in 2025 alone, across cereal and snacks (based on a 3g fibre serving), helping families enjoy a nutritious start to their day.