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.

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%.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

“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).

See Also: