Launch of New Nestlé Fitness Cereal, Maintaining Same Taste with more wholegrain and 30% Less Sugar

Nestlé has launched a new recipe for its popular Nestlé FITNESS® Cereal across the Middle East, which maintains the product’s same taste, with more wholegrain, while reducing sugar by up to 30% without adding artificial sweeteners. 

The move is in line with Nestlé’s recently published commitments to society in the Middle East, which include the promotion of healthy diets and lifestyles, and reducing sugar in products.

The new recipe with less sugar was able to maintain the same taste as the outgoing version without adding any artificial sweeteners thanks to breakthrough technology that reduces sugar inside each cereal flake, while retained amount in the coating.

Since the outer layer of the cereal touches taste buds first, each flake offers a sweeter flavor to begin with, meaning people can’t tell the difference as was demonstrated by a survey of Nestlé FITNESS® Cereal lovers.

“Nestlé FITNESS® aims to help people achieve a healthier diet that starts with a balanced breakfast, thanks to this breakthrough recipe which is the result of several years of nutrition and technology research,” said Zeinab Maktabi, Nutrition, Health and Wellness Manager at Nestlé Middle East. “This nutrition revolution started with our current kids’ cereal recipes launched in 2012, and continues with ongoing efforts to further reduce sugar in all our products.” 

The new Nestlé FITNESS® also provides improved nutritional content by further increasing total wholegrain by 7%. The product’s amounts of iron, calcium and folate remain unchanged.