Kellogg's has permanently discontinued its Raisin Wheats breakfast cereal after 35 years on shelves, and disappointed shoppers are now calling for the product to be brought back. The cereal was phased out earlier this year, according to a statement the company gave to The Sun, and is no longer part of the Kellogg's range.
The decision has triggered a wave of reactions from customers, with several leaving reviews on the Tesco website and posting on social media to express their frustration. One shopper wrote on the Tesco product page: "Please bring this back. One of my all time favourites!" Another commented on social media: "I just discovered that Mars/Kelloggs have discontinued Raisin Wheats, a loss for cereal kind."
Why Kellogg's stopped making Raisin Wheats
Kellogg's explained the move as part of its ongoing efforts to adapt to changing consumer preferences. In a statement to The Sun, a Kellogg's 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." They added: "Raisin Wheats were phased out earlier this year and are no longer part of our range."
The company did not provide further details about the specific reasons behind the discontinuation or whether sales figures influenced the decision. The cereal had been available for 35 years, making it a long-standing fixture in the UK breakfast aisle.
Shoppers compare Kellogg's version to Nestle alternatives
Several customers have noted that other versions of raisin wheats, such as those made by Nestle, do not meet their expectations. One social media user said: "The Nestle ones aren't to my liking compared to the Kellogg's ones." Another shopper, leaving a review on the Tesco website, wrote: "Why has this product been discontinued? My kids and I love this one, but not the blueberry or other versions. Please bring it back!!! 5 stars for product if available, 0 stars otherwise."
Another customer gave the product a 5-star rating on the Tesco website while noting its absence: "Love these raisin wheats but sadly no longer seem to be available. Can only find apricot, blueberry or chocolate - none of which are anywhere near as good. Please bring these back Tesco, or bring back your own version."
Price concerns also raised by loyal customers
Some shoppers acknowledged the cereal's quality but pointed to rising costs. One reviewer on the Tesco website said: "These are delish but only 3 stars because of a ridiculous price increase of 15p per box in less than 3 months! Same with the other varieties; only buy as an occasional treat now."
Tesco's product description for Kellogg's Raisin Wheats describes it as: "Raisin filling sandwiched in between a wholegrain wheat shell. Kellogg's Raisin Wheats is a high fibre cereal." The description also highlights health benefits: "Support your heart health with Kellogg's Raisin Wheats cereal, low in sodium and saturated fat." It adds: "Kellogg's Raisin Wheats are made with 100% wholegrain wheat. Try our line-up of Kellogg's Wheats cereal flavours: Apricot Wheats, Blueberry Wheats, and Plain Wheats."
The discontinuation leaves Kellogg's Wheats range with the remaining flavours, but fans of the raisin variety have made clear they want the original back. Whether Kellogg's will respond to the calls remains to be seen, but the company has not announced any plans to reverse the decision as of now.
