Say Cheerio to Sugar Packed CerealsCereal brands are continuing to struggle as more and more consumers turn away from traditional sit-down breakfasts of sugary cereals, with new research suggesting they are favouring on-the-go, high-protein alternatives.

A survey, commissioned by sports nutrition company Bodybuilding Warehouse of over 2,000 people who work out regularly, found that 57% of female gym-goers have ditched cereals, and now enhance their diets with specially-made, protein-filled breakfasts and supplements, such as protein pancakes, shakes and even protein coffee.

Consumers in search of nutritionally beneficial substitutes to cereals are favouring items such as nutritional bars and shakesm, which are easy to access and can be consumed as an on-the-go breakfast as they travel to work. Protein supplement breakfasts are becoming increasingly popular as a result, with sales up by 46 per cent since February.

Managing director of, Kieran Fisher, commented, “People are exercising more control over what they put into their bodies and, with even some fruit bran cereals containing more sugar than a doughnut, understandably people are looking for alternatives. We’ve seen huge growth in the popularity of protein products being used as an alternative breakfast. This is often used alongside a morning workout, or as part of a general fitness regime. They provide a satisfying, filling and tasty alternative to traditional breakfasts, with the added benefit of being part of a healthy lifestyle for those who exercise regularly.”

As a result, Bodybuilding Warehouse has responded to demands by taking popular breakfast items and redeveloping them into healthier options with reduced sugar and fat. The ‘Breakfast Booster’ range includes healthy protein pancakes that are low in sugar and fat, but don’t compromise on the traditional taste, along with a healthier protein coffee and protein hot chocolate.

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