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Sainsbury Cereal S

Simple solution to a long-time cereal irritation

Sainsbury Cereal L

It’s often said that there’s no point in reinventing the wheel, but UK retailer Sainsbury’s is giving it a good go – by re-branding its version of one of the nation’s favourite cereals.

For years, Britons have been struggling to get the right milk-to-crunch ratio with oblong Weetabix – which have to be eaten in circular bowls.

Now Sainbury’s has launched a reiteration of its own-brand Weetabix-style Whole-wheat Biscuits in circular format and designed to fit perfectly in a cereal bowl.

Food psychologist, Professor Charles Spence has noted that: “When it comes to food, people associate round shapes with more pleasant, satisfying, creamy tastes and by contrast, people associate salty, sour, and bitter tasting foods with angular shapes, making them a less desirable shape to consume.”

Victoria March, Product Developer for cereals at Sainsbury’s said: “We can’t believe we didn’t think of it before! Such a simple solution to a universal breakfast problem, allowing us to still offer our customers the same great qualities as our tried and tested product, but now with the ideal fit!”

Currently launched as part of a four month trial, the retailer is asking people to show their support and approval on social media using @sainsburysnews #wellrounded. If the new shape proves to be a hit, Sainsbury’s will continue to stock it.


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