Tesco confirms ‘top tier’ Kellogg’s breakfast favourite has been axed from supermarket

We all know that breakfast is the most important meal of the day, and for many people this will involve a bowl of cereal. Supermarket shelves aren’t exactly short of options, with everything from Corn Flakes, to Coco Pops, Cheerios and Shredded Wheat, on offer. But fans of one ‘top tier’ product have been left frustrated after noticing it has disappeared from Tesco’s cereal aisle of late.

We’re talking about Kellogg’s Apricot Wheats, part of the Wheats range which also features frosted and blueberry flavours. The breakfast treat, which is currently listed as ‘out of stock’ on Tesco’s website, is described as a high fibre cereal made with a ‘delicious apricot flavoured filling sandwiched in between layers of wholegrain wheat’.

Shoppers had taken to social media to complain about its absence, demanding answers from the retailer about where the £1.95 item went. Taking to X (formerly Twitter), a user known as @ARItheBoy, wrote: ‘@Tesco what’s happened to the apricot version of Kellogg’s wheat cereal? For several weeks now you’ve had the other varieties but no Apricot Wheats. First you took away the Honey Monster Puffs, and now this.’.

Other shoppers complained the Tesco own-brand version of the product had also vanished, with @missisAllwright claiming she was ‘in mourning’ over the loss. In response a member of Tesco’s Customer Care team shared that Tesco Apricot Wheats cereal had been discontinued, but confessed they weren’t sure what had happened to the Kellogg’s version.

However, a Tesco spokesperson has since confirmed to Metro that Kellogg’s Apricot Wheats have been removed from the Tesco range. They explained that the range is regularly updated to meet customer needs and is based on feedback and data from customer trends. However, a quick look on Tesco.com shows a number of shoppers will be disappointed to lose this product, as it have been hailed as a ‘favourite’, ‘delicious’ and ‘top tier’ in reviews.

One customer gave the Kellogg’s cereal a five star rating, writing: ‘As a huge fan of cereal, I must say these are top tier and up there with some of my fav [sic] Kellogg’s cereals. I find the plain ones a little bland however, these apricot ones are yummy and the family loves them too. These did not dissolve into mush on contact with milk, they held their shape and texture (mostly) throughout the entire process of consumption. Highly recommend.’.

Another proclaimed: ‘Very tasty. Not a huge fan of fruity cereal but this is very yummy! Just enough sweetness and stays crispy for long enough to eat the whole bowl. Highly recommend, especially if you enjoy Shredded Wheat. No need for sugar either.’.

While a third Kellogg’s fan said: ‘This cereal is really amazing. I love the taste as it’s not too sweet and sickly. Love the taste of apricot. The sudden sweetness just makes my mouth sing.’. Others compared the Kellogg’s Apricot Wheats to the Tesco own-brand ones, with some saying the supermarket ones were ‘superior’. However, it’s worth noting that the Tesco version was discontinued back in 2022, so shoppers have had a while to adjust to its absence.

‘Tastes like Shredded Wheat without the filling. If I had wanted Shredded Wheat, I would have bought it. Please bring back your own brand product. It was far superior,’ complained one disgruntled shopper. A second agreed, adding: ‘Got these after noticing the Tesco own-brand ones are no longer available, thinking Kellogg’s would be comparable or better. However, this Kellogg’s version is very poor quality. Hardly any apricot, with hard and tasteless wheats. Please bring back the own-brand version.’.

On Instagram, reviewers such as @snackinginsaudi were also fans of the Tesco version, saying they were ‘pleasantly sweet and tart’. Those missing Apricot Wheats don’t need to panic as the product hasn’t actually been discontinued by Kellogg’s and can still be purchased at a number of supermarkets across the UK, but it’s worth noting that prices will vary between retailers.

For those curious, it’s still available to buy from the likes of Sainsbury’s, Morrisons, Asda, and online at Ocado. And for those missing Tesco’s own-brand Wheats, it might please you to know that a number of other supermarkets also have their own take on the cereal, including Waitrose, and M&S, so you can always try these instead if the Kellogg’s one isn’t for you….

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