Own-label food and drink from the UK’s biggest supermarkets, checked against the daily guidelines. Start with a supermarket, then pick a category.
The typical own-brand cereal at each supermarket, by free sugar in a 30g bowl. Lower is better: the NHS limit for a 4 to 6 year old is 19g for the whole day.
Counted as less healthy on the UK nutrient profiling model: Waitrose 22 of 40, M&S 40 of 69, Sainsbury’s 51 of 77, Tesco 32 of 47, Morrisons 32 of 42, Asda 33 of 43.
Median free sugar per 30g bowl, without milk.
Every supermarket page goes through the same four steps before it is published.
Tesco, Sainsbury’s, Asda, Morrisons, Waitrose, M&S, Aldi, Lidl and Co-op. Each has its own page with its own-label products by category.
Waitrose. Its typical own-brand cereal has 2.3g of free sugar in a 30g bowl, the lowest of the six supermarkets with a full cereal guide.
Branded products such as Kellogg’s or Heinz are under Brands. Supermarket pages cover each supermarket’s own labels.
Own-label products are matched to a supermarket by the supermarket name on the product, or by its own label names, such as Aldi Specially Selected.
Cereal figures are per 30g bowl without milk, from each supermarket’s website in October 2026.
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