Kellogg has confirmed it is withdrawing its cholesterol-lowering cereal, Optivita, from the UK market following poor performance.

Optivita was launched in 2006 and was marketed as a product to manage cholesterol.

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According to IRI data, value sales for the 52 weeks to 16 August for Optivita were down 27.6% and volume down 28.4%. For the same period the previous year value sales were down 35.8% and volume down 34.8%.

“We regularly review our range of cereals in the UK and we have decided to delist Kellogg’s Optivita. Unfortunately demand for Optivita has declined in recent years and we have decided to focus on our core brands like Special K and All-Bran as well as big category events such our recent Origins programme and Give A Child A Breakfast campaign,” a spokesperson for Kellogg told just-food today (26 September).

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