Sainsbury’s Re-invents the Breakfast Wheel

wheat_biscuits_shoot-2_520We have often overlooked it, but why is the United Kingdom’s favorite breakfast cereal oblong, if bowls are round? Customers can never quite get that even consistency to cereal toppings and there is always a bit that’s just too dry! The solution lies in Sainsbury’s latest private brand cereal – the new round by Sainsbury’s Whole-wheat Biscuits ae designed to fit perfectly in a cereal bowl.

The supermarket is launching a trial of England’s first circular Whole-wheat Biscuits cereal, offering not only the same great taste, serving and quality as before, but now even better value for money too. A healthier way to start the day, they are low in sugar and fat and fortified with Vitamin B1, B2, B3, folic acid, and iron.

Food psychologist, Professor Charles Spence has noted that: “When it comes to food, people associate round shapes with more pleasant, satisfying, creamy tastes and by contrast, people associate salty, sour, and bitter tasting foods with angular shapes, making them a less desirable shape to consume.”

Victoria March, Product Developer for cereals at Sainsbury’s said “we can’t believe we didn’t think of it before! Such a simple solution to a universal breakfast problem, allowing us to still offer our customers the same great qualities as our tried and tested product, but now with the ideal fit!”

Currently, part of a four-month trial, if the new shape makes customer’s morning magnificent, they can show their support on social media using @sainsburysnews #wellrounded. If the new and shape prove to be a hit, Sainsbury’s will continue to stock it.

The new round Whole-wheat Breakfast Biscuit Cereal is available in packs of 24 (£1.25) and 48 (£2.15) beginning November 20th  in selected Sainsbury’s stores.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.