Holie’s, a Dutch disruptive challenger brand in the breakfast cereal category and the #2 cereal brand in both the Netherlands and Belgium, is launching Wake Up, Big Cereal, a European initiative challenging major cereal manufacturers to remove added sugar from their entire product ranges and use their scale to help make breakfast healthier across Europe. At wakeupbigcereal.today, manufacturers can see how Holie’s makes cereals without added sugar and find out more about the initiative.
The Holie’s product portfolio has zero added sugar, no sweeteners, is high in protein and gut healthy: a combination it claims no other UK cereal brand can claim across its full range. Holie’s is even sharing its own recipe with the competition as part of the campaign. Rolling out across Amsterdam, Brussels and London from Weds 16 Sept, it features social media collaborations, online and offline brand activations, a taxi wrap and outdoor advertising designed to wake Big Cereal up.
“Big brands are slowly starting to move in the right direction with products that contain no added sugar," said co-founder Valentijn van Santvoort. Great. But the rest of their portfolios are being left behind. With their scale comes responsibility. It’s time to step things up. Less sugar should be the standard, not the alternative.”
Holie’s is now at a £1 million annual run rate, up 300 per cent year on year in the UK and is driving more than 38% of category growth, becoming the #1 brand in low sugar, high protein granola.
Available from wholesalers including CLF and JD's.