Kellogg’s axes iconic cereal after 35 years as breakfast staple mourned by gutted followers
Kellogg’s have removed one of their most iconic breakfast cereals from supermarket shelves after more than three decades, much to the disappointment of many fans
The popular cereal has been enjoyed in the UK for 35 years(Image: Getty Images)
A popular breakfast cereal has been removed from shelves for good after more than thirty years in UK supermarkets.
The cereal giant Kellogg’s has confirmed that its popular cereal brand Raisin Wheats have been totally discontinued after eagle-eyed shoppers noticed boxes of the high-fibre cereal had mysteriously vanished from stores.
The popular breakfast food , which is made up of bite-sized parcels of shredded wheat containing a sweet, raisin filling, had become something of a cupboard staple for many families since it arrived on supermarket shelves back in the 1980s.
Some customers initially hoped its disappearance was caused by a temporary shortage. However, Kellogg’s has now revealed the cereal was quietly phased out earlier this year and will not be returning to its range.
Will you miss Raisin Wheats? (Image: Kellogg’s)
A spokesperson said: “We’re always evolving our cereal range to meet changing consumer tastes, and sometimes that means making the decision to discontinue specific products.
“Raisin Wheats were phased out earlier this year and are no longer part of our range.
We continue to offer a selection of other high-fibre cereals, including Special K Crunchy Golden Clusters and Bran Flakes, to suit different tastes and breakfasts.”
Kellogg’s say they are “evolving” their breakfast cereal line up (Image: Daily Post Wales)
But Bran Flakes appear unlikely to fill the raisin-shaped hole left in some shoppers’ morning routines, with many fans of the foodstuff taking to the net to voice their frustration, with one writing: “I just discovered that Mars/Kellogg’s have discontinued Raisin Wheats, which is a loss for cereal kind.”
Another responded to the news with a simple: “NOOOOOOOOOO.”
One pun-loving Reddit user urged fellow fans to take their complaints directly to the manufacturer, writing: “If I was you I’d be going to the Kelloggs HQ and raisin some hell.”
The cereal will vanish from shelves after 35 years(Image: Getty Images)
Shoppers can still buy a similar cereal made by Nestlé under its Shredded Wheat brand. Its Raisin Wheats were launched in the UK in February and are made from toasted wholegrain wheat with a fruity filling and no added sugar.
The decision follows Kellogg’s axing its Frosted Wheats earlier this year, which sparked a similar backlash from disappointed cereal lovers.
