Post adding "healthier" lines to portfolio

Post adding "healthier" lines to portfolio

Post Holdings, the US food group, has added its latest line of "healthier" cereals as it continues its push to grow sales in a stagnant sector.

The company has added to its Great Grains range with a Digestive Blend line, a development on the core line-up as the products contain "active cultures" that will help support consumers' "digestive health", it said.

"We developed Great Grains Digestive Blend cereals with fibre, active cultures and more than 85% of the daily recommended amount of whole grains per serving - three key ingredients to help support digestive health and help people feel more balanced from the inside out," Mark Izzo, vice president of research, development and innovations at Post, said yesterday (5 February).

The Digestive Blend cereals come in two varieties, Berry Medley and Vanilla Graham, the latter of which contains flaxseed and whole grains and fibre from wheat and barley, rolled oats, multi-grain flakes and clusters.

Last week, Post added to its Honey Bunches of Oats range with a Morning Energy line it claimed would "help reduce mid-morning hunger".

Post is set to report financial results for its fiscal first quarter tomorrow. For the year to the end of September, the company's Post Foods division, mainly made up with its branded cereals, saw sales increase 2.5% compared to a year earlier. Citing Nielsen data, Post said its share of the US ready-to-eat cereal market fell 0.1 percentage points in dollar terms to 10.4%. In volume terms, its share was up 0.1 points at 10.4%.