Centered on Cereal
With K-Classic Well For You, Kaufland is the only non-discounter that has a dedicated better-for-you range. All Well For You mueslis, like this Crunchy Muesli with spelt and cranberries, are advertised as not containing any raisins. K-Classic products include Chocolate Muesli sold in 750g packs.
Retailers focus on children’s products and muesli in the German cereal category.
Shelves stacked with colorful cereal boxes are as common a sight in Germany as they are everywhere. Private labels occupy a big chunk of that shelf space. As usual for most private label products in Germany, price differentials are substantial. For example, popular Kellogg’s children products such as Frosties will set you back some €2.89 for a pack of 500g grams, while Smacks are €2.69 for 375g. By contrast, cereals were part of yet another price cutting drive by discounters in recent weeks, and the typical price of a 750g of children’s cereals is now €1.89 (previously €1.99) for a pack of 750g.
Private label ranges have the strongest focus on children’s products and mueslis. While names and pictures differ, most ranges are fairly similar in both price and content. For example, sugar-reduced products for children, a niche even among branded products, have not yet found an equivalent among private labels. Although most private label ranges do include some non-children wellness-oriented products, consumers clearly have a greater choice in this regard among branded products. Although there are some exceptions, there are also few unique and original muesli private label varieties, with much greater choice among branded products.
Discounters
Unsurprisingly, the largest choice of private label cereal products is offered by discounters, as they stock the smallest number of branded products – or, in the case of Aldi, no branded products at all. All have at least one brand specifically devoted to cereals, while cereals usually are also included in other umbrella brands, such as organic or better-for-you ranges.
At Aldi Süd, one-half of Germany’s largest discounter Aldi, the main cereal brand is Knusperone. Knusperone children cereals include the varieties Schoko Chips, Nougat Bits, Schoko Krunchy, Lucky Crisp, Honey Wheat, White Flakes or Nut Flakes, all recently reduced from €1.99 to €1.89 for a 750g pack.
Wellness flakes are offered under the Knusperone Newline subbrands, available in the varieties Chocolate, Red Berries, Black Berries and Classic, with prices also reduced recently to €1.89 – in this case for a 425g pack. Knusperone standard cereals for adults include the varieties Nut Crisp, Cinnamon Chips, Chocolate Balls and Wholegrain Rings, all at €1.89 for a 750g pack (Wholegrain Rings are sold in 600g packs).
Meanwhile, under the Be Light umbrella range of better-for-you products, Aldi is offering fat-reduced Cornflakes (made from LaPlate Maize) and Choco Rice, both at €0.99 for 500g and 375g respectively. Another Be Light product is Raspberry Crunchy Muesli, with 30% less fat than traditional crunchy mueslis (€1.79 for 400g).
The choice of organic products is rather basic, with just two mueslis within the Bio range: Fruit Muesli, with 34% fruit content, or Crunchy Muesli, both at €2.39 for 500g.
Lidl, Germany’s second largest discounter – is the only player to have two key brands for cereals: Crownfield for flakes and children’s products, and Mastercrumble for muesli.
Crownfield cereals for children include Choco Rice, Choco Flakes, Honey Balls (crunchy sweetcorn balls with honey), Sugar Flakers (cornflakes with sugar) and Fruit Rings (cereal rings with fruit flavor), Choco Moons (crunchy cereal balls with cocoa), Cornflakes with Honey and Peanuts, Zimtinos (cereals with cinnamon flavor), Choco Puffs and Golden Puffs (cereal balls with chocolate or honey) – all at €1.89 for – in most cases – 750g (with many packs containing 2x375g bags).
For non-children cereals, Lidl is one of few retailers that offer Bran Flakes and Bran Fruit & Fibre, both at €1.89 for 750g. Also under the Crownfield brand, it offers a wellness line of flakes made from wheat and rice, offered in the varieties Chocolate and Red Fruit. Another flakes variety is Almond Nut Flakers, although visually this is not presented as part of the wellness range.
Lidl’s Mastercrumble range offers a several sublines. Most unique compared to other private label ranges are Mastercrumble yogurt mueslis, which are available in the varieties Strawberry & Vanilla, Cherry & Cranberry and Banana & Chocolate. Standard mueslis are sold in two price brackets: €1.79 for 750g, in the varieties Choco Muesli and Crunchy Muesli, and €1.69 for 600g in the varieties Fruit Muesli and Chocolate Crunchy Muesli. While all those mueslis are sold in cardboard boxes, some are offered in plastic bags: Fruit Muesli at €1.19 for 1000g, as well as Premium Muesli Fruit & Nut or Fruit (both €2.19 for 750g) which contain 50% fruits, nuts and kernel.
Within Lidl’s themed larger umbrella ranges, cereals have a small presence: Linessa, Lidl’s better-for you range includes Cornflakes with Honey and Peanuts, containing 30% less sugar than standard flake products. Meanwhile, Lidl’s organic range Biotrend has one muesli (Wholegrain & Fruit), sold at €2.39 for 500g.
At Rewe-owned Pennymarkt, the main cereal private label range is Granola. In stores visited by PLI, the private label range offered was somewhat smaller compared to Aldi or Lidl. Varieties for children include Vanilla Bits, Nougat Bits, Snow Flakes, Zimties (cinnamon cereal), Fruit Cereals, Cornflakes, Choc Blop, Bee Pops and Choco Balls.
At Aldi Süd, one-half of Germany’s largest discounter Aldi, Wellness flakes are offered under the Knusperone Newline subbrands, shown here in its Black Berries variety.
PennyMarkt is the only player to offer some of these also in small boxes weighing between 20-40g (sold in a 8-er multipack at €1.89 for a total of 265g).
Cereals for adults include the Granola Wellfit wellness flakes, available in the flavors Chocolate and Red Fruit (€1.89/ 425g). Granola mueslis include Chocolate (with 25% chocolate), Multi Fruit Probiotic and Chocolate Crunchy, all sold in boxes containing 2x375g bags.
Norma is Germany’s fifth-largest discounter. Its key PL brand for cereals is Golden Breakfast. Varieties for children include White Flakes, Nut Flakes, Honey Wheat, Schoko Krunchy, Fruit Krunchy and Lucky Krunch. Other chocolate cereals for children are Schoko Rice, Schoko Chips and Choc Balls – all now reduced to €1.89 for a 750g pack. Cereals for adults include Nougat Bits and Cinnamon flakes, also reduced to €1.89 for 750g.
Norma does not offer any cereals as part of its better-for you range, but has a larger organic range than most other retailers, comprising of six mueslis, all sold at €1.99 for either 375g or 500g. Varieties are Nut Muesli, Fruit Muesli, Red&Black Berries, Six Grains and Roughage. For limited period, the range also included other varieties, for example Honey, Almond & Orange and Apple & Cinnamon.
Advertised as temporarily available, Norma offers several gluten-free products under the Gute Note brand, which are made by well-known dietary manufacturer Hammermühle. Cereal products include Chocolate Muesli, Fruit Muesli and Amaranth Crunchy Muesli, all at €2.99 for 1000g.
Hypermarkets and Supermarkets
Outside the discounter channel, the largest choice of private label cereals can be found at Kaufland which offers cereals within three different ranges.
Examples of cereals within Kaufland’s main PL line K-Classic range are Choco Happs (wheat flakes with chocolate flavor), Nougat Pockets, Wonder Zimties, Crunchy Flakes in the varieties Choco Flakies, Choco Rice Pearls and Nut & Flakes, Chocolate Bobbles, Cool Flakies, White Flakies Caramel and Lucky Rings, all sold in 750g packs and priced at the standard €1.89.
Non-children K-Classic products include Gourmet Flakes containing dark chocolate (425g), Cornflakes (1000g), four Muesli varieties (Bircher, Chocolate, Fruit and Coconut Crunchy), all sold in 750g packs.
Meanwhile, Kaufland’s K-bio range includes Wholegrain Spelt Flakes, Five-Grain Flakes, Wholegrain Oat Flakes, Cornflakes, Wheat Pops, Crunchy Muesli, Amaranth Crunchy Muesli, Fruit Muesli, Basic Muesli and Chocolate Muesli. Mueslis sold in 1000g plastic bags include Fruit and Raisin & Nuts, while the Chocolate or Fruit Crunchy Mueslis are sold in 750g boxes.
With K-Classic Well For You, Kaufland is the only non-discounter that has a dedicated better-for-you range (although Edeka recently made some first steps with Edeka Lust auf Leicht, but only in the meat and dairy sectors). Within Well For You, Kaufland offers three cereal products: Firstly, Flakes’n’Fruits made from rice, whole grain wheat and fruits, with varieties including Raspberry, Strawberry & Cherry. A second product is Good Morning Flakes, i.e. crunchy whole wheat & rice flakes. The third product type is muesli, for example Fruit Muesli, Strawberry Muesli with Yoghut chips or Crunchy Muesli with spelt and cranberries. All Well For You mueslis are advertised as not containing any raisins.
Lidl, Germany’s second largest discounter has two key brands for cereals: Crownfield for flakes and children’s products, and Mastercrumble for muesli.
Choice was much smaller at real,- , one of Kaufland’s main rivals in the hypermarket channel. Depending on price, cereal are either included in its TiP economy range, or the new mid-priced real,-Quality range which is still being developed. TiP cereals are all priced as €1.89 for 750g and include the varieties Honey Wheat, Honey Wheels, Sweet Flakes, Nougat Cushions and Cinnamon Flakes. TiP also includes two mueslis (Raisin & Nuts and Fruit), both at €1.19 for 1000g. Stores visited by PLI stocked only two Real,- Quality cereals for children: Honey Dragons and Chocolate Bears, both priced at € 2.29 for 500g. Other real,- Quality cereals included Wellness Flakes (Original or Red Fruit, both €2.29 for 500g), and various mueslis at €2.29 for 1000g. Varieties are fruit muesli with wholegrain, Crunchy Muesli with Honey and Crunchy Chocolate Muesli.
Real,- Bio products include cornflakes (€2.29 per 375g pack), Four-Corn Flakes (€1.89 for 500g), Basic Muesli (€2.19 for 750g), Fruit Muesli with 29% dried fruit content (€2.49 for 500g) and Bircher Muesli (€2.49 for 1000g).
Among supermarkets, market leader Edeka’s revamping of much of its private label range has not yet reached cereals, which continue to be sold solely under the Gut & Günstig umbrella which signals economy products.
Children’s products are marked by a small drawing and a yellow base color and include White Flakes, Choco Chips , Mini Zimtos (mini cinnamon cusions), Honey Wheat, Chocolate Rice and Nougat Bits, all sold in 750g packs and priced at €1.89. The standard cornflakes are also included in that range.
Wellness-oriented products are visualized with a green base color and include Wellness Flakes Original, Wellness Flakes Fruit and Wellness Flakes Crisp, all sold in 750g packs.
Mueslis are also sold in 750g boxes, and are available in the varieties Fruit Muesli, Chocolate Muesli, Crunchy Muesli and Crunchy Muesli with Fruit.
The organic Bio Wertkost range consists of Fruit Muesli (500g), Wholegrain Basic Muesli (750g), Chocolate Muesli (500g), Raisin & Nuts Muesli (500g), Chocolate & Crunchy Muesli (375g), Spelt Muesli (375g), Crunchy Muesli (375g) and Bircher Muesli (500g).
Rewe, the second largest non-discounter, is one of only few retailers to offer cereals under four brands: as part of its new premium range Feine Welt, within its mid-priced Rewe range, within its economy range ja! , and within its Rewe Bio range of organic products.
Unsurprisingly, the unique products are to be found in Feine Welt where Rewe offers three: Golden Almond contains barley and wheat flakes as well as cranberries and raisin. Fruit Wonder is an oat, barley and wheat muesli with dried fruit, while Tropical Morning combines oat flakes with pecan nuts, almonds, cranberries, dates and mango.
Rewe’s standard range includes three mueslis: Chocolate, Fruit and Chocolate Crunchy, all sold in 600g packs. Examples of Ja! Economy products are the Raisin & Nuts muesli and the fruit muesli, both sold in 1000g packs.
Rewe Bio consists of five mueslis: Amaranth & Fruit (375g), Amaranth & Chocolate (375g), Oat & Chocolate Crunchy Muesli (500g), Five Grain Muesli (1000g) as well as Spelt Flakes (500g) and Spelt Pops with Honey ( 375 g).
