Open Letter to Supermarkets

Here’s why we love them:

• It’s one of very few cereals that have less than 10g of sugar per 100g. In comparison, Honey Cheerios contain 4.3 times as much sugar (17.8g/100g) and the Original Cheerios contain 3.5 times as much sugar (14.4g/100g) as the Low Sugar version.
• The Vanilla Cheerios have more fibre per serve than the other varieties and more than most other cereals, with a whopping 5.1 g per serve. This is about 30% of toddler’s (1-3 years), 25% younger children’s (4-8 years), and 20% of an older children’s (9-13 years) daily fibre target.
• They are one of the only calcium containing cereals, which is important for dairy-free children.
• The Vanilla Cheerios are significantly fortified with iron, equivalent to Weet-Bix.
• The shape and texture is incredibly helpful for young children practicing pincer grip when softened with milk or eating as a dry snack.
• There are no other dry snack options like this cereal.
• This cereal is an important and nutritious safe food for many neurodiverse children. It is not easy to find a plain, dry, white coloured food that packs a nutritional punch like these.

With the growing focus on healthier food options right across the supermarket aisles, we believe there’s a real opportunity for a supermarket to differentiate themselves by offering this product as an exclusive, in order to appeal to Australian parents who are conscious about what they feed their kids.