Waitrose Own-Brand Cereals Nutrition: Every Cereal Compared
Every Waitrose own-brand breakfast cereal, 40 in all, from cornflakes and wheat biscuits to granola, muesli, porridge oats and porridge pots, measured against what a specific person needs in a day rather than an adult average. This page covers Waitrose's own label only, including its Essential, Duchy Organic and Free From ranges. Branded cereals sold at Waitrose, such as Kellogg's and Weetabix, are not included.
Two things Boone does that a cereal box does not
Free sugar, separated from the rest. A box gives one total sugar figure. NHS daily limits count only free sugars, not the sugar naturally in whole dried fruit or milk. Waitrose Sultana Bran has 25.3g of sugar per 100g, but only 6.7g of it is free sugar; the rest comes from the sultanas. Waitrose Choco Pops has 22.2g, and all of it is free sugar.
Every bowl set against an age, with milk. A 30g bowl of Waitrose Choco Pops is 6.7g of free sugar: 22% of an adult's daily limit and 35% of the limit for a child aged 4 to 6. Each product page lets you change the portion and the milk, including oat drink, whose sugar also counts as free sugar.
What the range looks like
12 of the 40 have no free sugar at all: the six plain porridge oats, the Original Porridge Pot and five mueslis made without added sugar, including Bircher Muesli and Duchy Organic Muesli with Raisins & Almonds. 18 are ultra-processed (NOVA 4), usually because of flavourings, with maize starch, chicory fibre, emulsifiers or caramelised sugar in others. On the government's 2018 nutrient profiling model, 18 would pass and 22 would be classed as less healthy.