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Kellogg's Bluey cereal to hit shelves

Bluey Multigrain Cereal box with fun character designs and games for kids

Bluey Multigrain Cereal: A fun and healthy breakfast for kids

Andy Marino
By Andy MarinoMay 01, 2025
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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  • Kellogg’s adds Bluey Multigrain Cereal to its children’s range
  • Partnership with TV sensation, Bluey, marks its cereal debut in the UK
  • The new cereal is non-HFSS and high in fibre
  • Available in One Stop this month, before rolling out across other retailers from July

Kellogg’s has announced the latest addition to its family cereal range, with families able to get their hands on the first ever Bluey cereal in the UK from next month.

The launch marks an exciting first for the loveable international TV sensation, Bluey, which will be making its UK cereal debut through a partnership between Kellogg’s and BBC Studios – bringing a bowlful of fun and adventure to families at breakfast time.

Bluey Multigrain Cereal is non-HFSS, high in fibre and contains no artificial colours or flavourings. The new cereal is a source of vitamins B1, B2, niacin, B6, B12, D, iron and folic acid.

Kellogg’s remains committed to providing families with choice in the morning, with all of its children’s cereals being non-HFSS, including the latest Bluey Multigrain addition.

Shoppers can get their hands on the first ever Bluey cereal in One Stop from May, before it rolls out to other retailers from July onwards.

The pack also features games and online Bluey resources for Bluey fans to enjoy.

“We are bringing the fun and adventure to breakfast with the first ever Bluey cereal in the UK,” said Lejla Damon, Senior Brand Activation Manager. “Working with BBC Studios supports a new growth era for our iconic cereal brands and the category by delivering a world-class partnership to excite our customers and consumers. Who better than the smash-hit Bluey to reinforce Kellogg’s position as the 'OG' of breakfast?"

Following its debut in Australia in 2018, Bluey landed on Disney+ in the UK in October 2020. It then made its free-to-air premiere on CBeebies in April 2021. Since then, the hugely popular animated TV series has firmly established itself as the no.1 kids’ content brand in the UK, and its licensing portfolio continues to expand as a result of that success. For instance, in 2024 in the UK alone, Bluey hit 12.8 billion viewer minutes in 2024 across BBC and Disney+ combined, and reached 15.4 million individuals in the UK, too.

Each 350g pack has a recommended retail price of £3.50.

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