Private Label

Jumbo Reduces Sugar Content In Own-Brand Breakfast Cereals

By Dayeeta Das
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Jumbo Reduces Sugar Content In Own-Brand Breakfast Cereals

Dutch retailer Jumbo has announced that it has reduced the content of sugar in its private-label breakfast cereals by around 100,000 kilograms annually.

The retailer has implemented enormous sugar reduction in its cereals, with Jumbo cutting sugar in its Special Flakes by up to 90%, for example.

The amount of sugar in Jumbo Four Nuts Crunchy Muesli has been halved, the retailer said.

The retail giant has added 10 new products to its children's breakfast cereals and reduced sugar by a third in its Honey Rings, Choco Chips and Choco Rings variants.

No Compromise On Taste

All changes have been implemented without compromising on the taste of the products, Jumbo added.


Olaf de Boer, commercial director of Jumbo, says, "We see that customers increasingly want to make a healthy, conscious choice, but that this is not always easy.

"By constantly making our own brand healthier and by adding products that fit within the Schijf van Vijf (Disc of Five, a model for healthy eating). Tasty and healthy food does not have to be complicated or expensive."

Other Initiatives

Jumbo's has increased the fibre content in its brown bread range, which is now made from 100% wholemeal flour.

The retailer has also upgraded the packaging of its bread assortment to indicate whether the bread is white, brown, whole-grain or filled along with information on its fibre content.


The retailer has implemented an annual sugar reduction of 60,000 kilograms in its Jumbo extra jam. 

Its 100% Peanut Butter has been improvised and does not contain any additives, the retailer added.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.

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