M&S reformulates cereals with natural ingredients and reduced sugar

Marks & Spencer has launched 31 new and upgraded cereals using natural ingredients in place of flavourings, removing more than 40 tonnes of sugar as demand for healthier breakfasts grows.

Available now in M&S Food halls, the overhaul includes 17 reformulated cereals and 14 new launches spanning granolas, mueslis, overnight oats and porridge pots. New products include Matcha and Raspberry Overnight Oats and Triple Nut Muesli.

The retailer said the changes aim to offer customers more nutrient-diverse breakfast options by expanding the use of fruits, nuts and seeds while delivering natural sweetness through ingredients such as apples, sour cherries and figs.

The cereal overhaul marks the first phase of a two-part update to the retailer’s breakfast offering and forms part of M&S’s strategy to become a full shopping list retailer as it works to double the size of its food business.

To redevelop the cereals, M&S product developers spent nine months reviewing each product and reassessing ingredient quality to ensure recipes included nutrient-rich nuts, fruits and grains. Packaging has also been redesigned with larger windows and a cleaner look intended to highlight whole ingredients.

Kathryn Turner, director of product development at M&S, said: “We are always challenging ourselves to bring more quality and innovation to our products, at great value. Using the best ingredients and methods we all know and love from scratch cooking, our new and improved granolas, mueslis, and porridge pots are designed with whole, nutritious foods like almonds and brazil nuts, and apples and sour cherries.

“We know that customers are looking for choice in their breakfasts, and so as well as improving existing cereals, we have brought brand new products into the range like the Matcha and Raspberry Overnight Oats and Café Latte porridge pot – made for those on the move.”

M&S said the updated cereals also introduce more high-fibre and wholegrain options while removing certain additives, including tocopherol-rich extract.

The launch follows recent upgrades across several M&S staple categories, including yoghurts, fruit and nuts, ready meals and Italian meals, as the retailer continues to reformulate products using recognisable, high-quality ingredients.