Sainsbury’s partners with Kellogg’s for festive fix

Sainsbury’s has partnered with Kellogg’s to launch a new limited-edition mince pie flavoured cereal into stores, giving people the chance to add a touch of Christmas spirit to their mornings.

Only 60,000 boxes of limited-edition mince pie -flavoured Wheats have been made available, and once they’re gone, they’re gone.

The team behind the seasonal cereal have been working on the launch since just after Christmas last year, in order to make it onto shelves in time for this festive period.

The limited-edition cereal is non-HFSS, high in fibre, and low in both saturated fat and salt.

Based in Manchester, the Kellogg’s development team kicked off the process by sampling a number of mince pies to find the perfect flavour, before settling on a smooth, gently spiced sultana centre.

“We tried around four different recipes before we found ‘the one’,” revealed Kirsty Smith, food designer at Kellogg’s.

“The filling in the crunchy Wheat casing is made up of sultanas, candied orange peel and a spice mix of cinnamon, ginger, all spice and nutmeg – all of which comes together perfectly to deliver that favourite mince pie taste.’’

READ MORE: Kellogg’s UK launches personalised cereal boxes

The all new, limited-edition cereal is high in fibre, low in salt and low in saturated fat – offering a guilt-free way to get your mince pie fix.

“Mince pies are a Christmas classic and we know just how much people love them, that’s why we wanted to combine that instantly recognisable flavour of spiced, dried fruit with our popular Wheats cereal,” aded Emily Dutton, senior brand manager at Kellogg’s.

‘’We hope that mince pie fans are excited to get their hands on our new launch and we’d encourage them to act fast – they’re a limited-edition and we expect them to be snapped up!’’

The cereal will be on shelves from Tuesday 30 November in selected Sainsbury’s stores.

This latest launch follows last month’s introduction of Kellogg’s Apricot, Plain, and Blueberry flavoured Wheats.

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